University of St.Gallen
research platform alexandria
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B2B Brand Excellence Network

Kurzfassung The goal of the B2B Brand Excellence research program is that companies collaborate with the Center for Customer Insight (CCI) in developing industry-specific concepts, management approaches and ways to measure brand management in the context of B2B. B2B Brand Excellence is an application-oriented research program. CCI and the other partner companies will set themselves the goal of generating results that can be practically applied and scientifically evaluated (publications). The research program B2B Brand Excellence supports the professionalisation of brand management in partner companies and establishing a comprehensive B2B brand management community.
   
Schlagwörter (Tags) Brand Management, Cross Industrial Collaboration, Human Resources Development
   
Partner
Typ angewandtes Forschungsprojekt
Status laufend
Projektstart 2010
Projektende 2012
Auftraggeber Axpo AG, Rehau AG, Schindler AG, Swisscom AG
Weitere Informationen
Themen Brand Management, Cross Industrial Collaboration, Human Resources Development, Brand Implementation
Methoden Focus Groups, Cross Industrial Surveys
Kontakt Sven Henkel