Building Innovative Competitive Advantage in the Minds of Customers


in: Adoption of Innovation Balancing Internal and External Stakeholders in the Marketing of Innovation, Brem Alexander, Viardot Éric, Editor, Springer, pp.75-93, 2015

  • Publication Type: Book Chapter / Chapter Research Book
  • Publication Date: 2015
  • Publisher: Springer
  • Page Numbers: pp.75-93
  • Editors: Brem Alexander, Viardot Éric, Editor