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Keywords: Computer software
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Journal Articles
Brand building in software SMEs: an empirical study
Available to Purchase
Journal of Product & Brand Management (2008) 17 (2): 92–107.
Published: 18 April 2008
... are suggested. Brands Brand management Small to medium‐sized enterprises Computer software Communication technologies An executive summary for managers and executive readers can be found at the end of this article. Building strong brands has become an important issue for many...
Journal Articles
Innovator Buying Behavior Over Time:: The Innovator Buying Cycle and the Cumulative Effects of Innovations
Available to Purchase
Journal of Product & Brand Management (1994) 3 (2): 50–62.
Published: 01 June 1994
... of stages, the innovator buying cycle, driven by an internal dynamic. © MCB UP Limited 1994 Computer software Consumer behaviour Perceptions Production innovation Product lifecycle Research on the adoption of innovations has extensively examined the adoption of one innovation...
