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Keywords: Omni-digital
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Journal Articles
Journal of Product & Brand Management (2025) 34 (1): 136–150.
Published: 16 July 2024
...Mirko Olivieri; Lala Hu Purpose Through the theoretical lens of social practice theory, the aim of this research is to investigate how business-to-business (B2B) high-tech startups build their brands in an omni-digital environment, particularly by focusing on the most important digital touchpoints...
