Case Study 6: Lappset: How to Market an Innovative Product in a Highly Competitive Arena

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    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). Gower Publishing. https://doi.org/10.1007/978-1-4419-0011-1_10