Case Study 6

Lappset: How to Market an Innovative Product in a Highly Competitive Arena

    Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

    Original languageEnglish
    Title of host publicationThe Psychology of Marketing : Cross-Cultural Perspectives
    EditorsGerhard Raab, G. Jason Goddard, Riad A. Ajami, Alexander Unger
    Number of pages10
    Place of PublicationBurlington
    PublisherGower Publishing
    Publication date2010
    Pages377-387
    Chapter6
    ISBN (Print)9780566089039
    DOIs
    Publication statusPublished - 2010

    Cite this

    Gwozdz, W., Reisch, L., & Hockerts, K. (2010). Case Study 6: Lappset: How to Market an Innovative Product in a Highly Competitive Arena. In G. Raab, G. J. Goddard, R. A. Ajami, & A. Unger (Eds.), The Psychology of Marketing: Cross-Cultural Perspectives (pp. 377-387). Burlington: Gower Publishing. https://doi.org/10.1007/978-1-4419-0011-1_10
    Gwozdz, Wencke ; Reisch, Lucia ; Hockerts, Kai. / Case Study 6 : Lappset: How to Market an Innovative Product in a Highly Competitive Arena. The Psychology of Marketing: Cross-Cultural Perspectives . editor / Gerhard Raab ; G. Jason Goddard ; Riad A. Ajami ; Alexander Unger . Burlington : Gower Publishing, 2010. pp. 377-387
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    title = "Case Study 6: Lappset: How to Market an Innovative Product in a Highly Competitive Arena",
    author = "Wencke Gwozdz and Lucia Reisch and Kai Hockerts",
    note = "Artiklen findes trykt i CBS bibliotek The article is available in printed form in CBS Library L{\o}benummer: 104600",
    year = "2010",
    doi = "10.1007/978-1-4419-0011-1_10",
    language = "English",
    isbn = "9780566089039",
    pages = "377--387",
    editor = "Raab, {Gerhard } and Goddard, {G. Jason} and Ajami, {Riad A.} and {Unger }, {Alexander }",
    booktitle = "The Psychology of Marketing",
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    Gwozdz, W, Reisch, L & Hockerts, K 2010, Case Study 6: Lappset: How to Market an Innovative Product in a Highly Competitive Arena. in G Raab, GJ Goddard, RA Ajami & A Unger (eds), The Psychology of Marketing: Cross-Cultural Perspectives . Gower Publishing, Burlington, pp. 377-387. https://doi.org/10.1007/978-1-4419-0011-1_10

    Case Study 6 : Lappset: How to Market an Innovative Product in a Highly Competitive Arena. / Gwozdz, Wencke; Reisch, Lucia; Hockerts, Kai.

    The Psychology of Marketing: Cross-Cultural Perspectives . ed. / Gerhard Raab; G. Jason Goddard; Riad A. Ajami; Alexander Unger . Burlington : Gower Publishing, 2010. p. 377-387.

    Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

    TY - CHAP

    T1 - Case Study 6

    T2 - Lappset: How to Market an Innovative Product in a Highly Competitive Arena

    AU - Gwozdz, Wencke

    AU - Reisch, Lucia

    AU - Hockerts, Kai

    N1 - Artiklen findes trykt i CBS bibliotek The article is available in printed form in CBS Library Løbenummer: 104600

    PY - 2010

    Y1 - 2010

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    DO - 10.1007/978-1-4419-0011-1_10

    M3 - Book chapter

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    SP - 377

    EP - 387

    BT - The Psychology of Marketing

    A2 - Raab, Gerhard

    A2 - Goddard, G. Jason

    A2 - Ajami, Riad A.

    A2 - Unger , Alexander

    PB - Gower Publishing

    CY - Burlington

    ER -

    Gwozdz W, Reisch L, Hockerts K. Case Study 6: Lappset: How to Market an Innovative Product in a Highly Competitive Arena. In Raab G, Goddard GJ, Ajami RA, Unger A, editors, The Psychology of Marketing: Cross-Cultural Perspectives . Burlington: Gower Publishing. 2010. p. 377-387 https://doi.org/10.1007/978-1-4419-0011-1_10