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Understanding the interplay between brand and innovation management: findings and future research directions
Ist Teil von
Journal of the Academy of Marketing Science, 2015-09, Vol.43 (5), p.548-557
Ort / Verlag
New York: Springer US
Erscheinungsjahr
2015
Link zum Volltext
Quelle
EBSCOhost Business Source Ultimate
Beschreibungen/Notizen
Brand and innovation management have become increasingly important priorities for firms over the last few decades. Firms rely on strong brands and product innovations to gain competitive advantage and fuel growth. Although academic research has addressed a number of different areas and topics that have collectively advanced our understanding, the interrelationship between branding and innovations is still relatively under-researched. Brand and innovation management need and benefit from each other, suggesting a need for a deeper integration between the two. Towards that goal, this article presents a conceptual framework to help structure the interrelationship and suggests a number of future research directions.