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Can all brands innovate in the same way? A typology of brand position and innovation effort

journal contribution
posted on 2024-11-01, 07:27 authored by Michael Beverland, Julie Napoli, Francis FarrellyFrancis Farrelly
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History

Related Materials

  1. 1.
    DOI - Is published in 10.1111/j.1540-5885.2009.00698.x
  2. 2.
    ISSN - Is published in 07376782

Journal

Journal of Product Innovation Management

Volume

27

Issue

1

Start page

33

End page

48

Total pages

16

Publisher

Wiley-Blackwell Publishing

Place published

United States

Language

English

Copyright

© 2009 Product Development & Management Association

Former Identifier

2006019503

Esploro creation date

2020-06-22

Fedora creation date

2010-11-19

Usage metrics

    Scholarly Works

    Categories

    Keywords

    brand equitybrand positionbusiness-to-consumercommercial realitycritical questionsdisruptive technologyfirm capabilitiesinnovation strategymarket drivenmarketing information systemnew productnew product developmentnew product successorganizational philosophyproduct categoriesproduct innovationspeed-to-market

    Licence

    All rights reserved

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