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Keywords: Innovation management
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (2): 337–368.
Published: 05 January 2026
... visibility with technological and organizational readiness. Design/methodology/approach Drawing on brand architecture theory and innovation management literature, this study develops a conceptual framework reconceptualizing NAT branding as a continuum rather than a binary decision. Two decision tools...
