How Brands Guide Innovation - and leave room for the Schumpeterian entrepreneur (extended abstract)

Andreas Strebinger

Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings

Original language	English
Title of host publication	Advances in Consumer Research 2004
Publication status	Published - 2004

brand architecture and corporate culture
Strebinger, A. (PI - Project head)
7/01/04 → 7/01/05
Project: Other
Brand architecture, brand portfolios: Managing more than one brand
Schweiger, G. (PI - Project head) & Strebinger, A. (Researcher)
1/01/00 → 1/01/06
Project: Research funding

Projects