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The internal mechanism of ecological brand creation in the era of Internet of Things – an exploratory case study based on Haier

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Congcong Pan, Wenbin Lu
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2025) 37 (12): 3800–3821.
https://doi.org/10.1108/APJML-11-2024-1744
Published: 02 May 2025
... seven ecological circles as the research object, this paper conducts an embedded single case study on the issue of “How to create ecological brands in the IoT era.” Findings From the perspective of strengthening employee foundation, maximizing the value of employees through changing work...
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Includes: Supplementary data
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