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

Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review

Original language	English
Title of host publication	The Psychology of Marketing : Cross-Cultural Perspectives
Editors	Gerhard Raab, G. Jason Goddard, Riad A. Ajami, Alexander Unger
Number of pages	10
Place of Publication	Burlington
Publisher	Gower Publishing
Publication date	2010
Pages	377-387
Chapter	6
ISBN (Print)	9780566089039
DOIs	https://doi.org/10.1007/978-1-4419-0011-1_10
Publication status	Published - 2010

Access to Document

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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",

publisher = "Gower Publishing",

address = "United Kingdom",

}

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 proceeding › Book chapter › Research › peer-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

U2 - 10.1007/978-1-4419-0011-1_10

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

M3 - Book chapter

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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 -