brand architecture and corporate culture


Type Habilitation Project

Duration Jan. 7, 2004 - Jan. 7, 2005

  • Advertising and Market Research AE (Former organization)

Tags

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  • Strebinger, Andreas (Former researcher) Project Head
 

Abstract (German)

Das Projekt untersucht den Einfluss von
Markenarchitektur auf Unternehmenskultur und die Innovativität von Unternehmen


Abstract (English)

Research Objective: Assessing the impact of brand architecture on corporate culture and innovativeness

Publications

Contribution to conference proceedings

2004 Strebinger, A.. 2004. How Brands Guide Innovation - and leave room for the Schumpeterian entrepreneur (extended abstract). Advances in Consumer Research (Details)

Classification

  • 5307 Business and management economics (Details)

Expertise

  • brand architecture
  • brand structure
  • corporate culture
  • Innovativity