Author Abbing, Erik Roscam Additional authorUnknown Publisher AVA Publishing SA (Lausanne, 2018) Language(eng) English ISBN9781350096509 SeriesRequired reading range Edition1st ed. SubjectORGANIZATIONAL CHANGE; NoteUnknown AbstractBranding can inspire innovation in products and services, creating value for organizations and consumers alike. This in turn can lead to a durable relationship between brands and customers. Brand-driven Innovation explores branding theory and its relation to innovation, in order to provide readers with a solid foundation of knowledge.

The book employs a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context.

Number of pages1 online resource (208 p.) DimensionUnknown Other descriptionill.