brand architecture and corporate culture

Type Habilitation Project

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

  • Advertising and Market Research AE (Former organization)


Press 'enter' for creating the tag
  • 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


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)


  • 5307 Business and management economics (Details)


  • brand architecture
  • brand structure
  • corporate culture
  • Innovativity