Can all brands innovate in the same way? A typology of brand position and innovation effort

Michael Bryan Beverland, Julie Napoli, Francis John Damien Farrelly

Research output: Contribution to journalArticleResearchpeer-review

52 Citations (Scopus)
Original languageEnglish
Pages (from-to)33 - 48
Number of pages16
JournalJournal of Product Innovation Management
Volume27
Issue number1
DOIs
Publication statusPublished - 2010

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