| Original language | English |
|---|---|
| Title of host publication | Proceedings of the European Marketing Academic (EMAC) Conference, Bergen, Norwegen 2001 |
| Publication status | Published - 2001 |
Strategic Innovation: Rethinking the Conventional Logic of Marketing Strategy
Peter Kreuz, Bodo B. Schlegelmilch
Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings