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Keywords: Communication technologies
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Journal Articles
Journal of Product & Brand Management (2008) 17 (4): 280–284.
Published: 18 July 2008
... word of mouth. Brands Product development Marketing Communication Emergent strategy Communication technologies Gydget.com has a dual role. First it is a B2B retailer which “sells” its gydgets to organizations and entertainers. Second, it is a B2C provider of gydgets to fans...
Journal Articles
Journal of Product & Brand Management (2008) 17 (2): 92–107.
Published: 18 April 2008
.... Originality/value The present empirical study makes an original contribution to the literature by increasing the knowledge of branding in the context of both SMEs and software business. Brands Brand management Small to medium‐sized enterprises Computer software Communication technologies...
Journal Articles
Journal of Product & Brand Management (2006) 15 (7): 435–441.
Published: 01 December 2006
... of the IT department and NPD teams while also revealing the effect of IT on several NPD outcomes. © Emerald Group Publishing Limited 2006 Communication technologies Product development New products An executive summary for managers and executive readers can be found at the end of this article...
