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Keywords: Digitalization
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Journal Articles
Strategic brand innovation – an explorative study of up- and downstream brand innovation practices in SME wineries
Available to Purchase
International Journal of Wine Business Research (2023) 35 (1): 66–88.
Published: 17 May 2022
... Publishing Limited Licensed re-use rights only Innovation management Brand management Digitalization Knowledge-based systems MAXQDA Multi case analysis 23 07 2021 27 10 2021 17 12 2021 09 03 2022 17 04 2022 Figure 2. The interplay between upstream...
