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What makes an innovation innovative? - The interplay between perceived product attributes and marketing communications

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abstract
   
type presentation (English)
   
keywords
   
date of presentation 24-5-2009
event 22nd EMAC Doctoral Colloquium (Nantes, France)
citation Erz, A. (2009). What makes an innovation innovative? - The interplay between perceived product attributes and marketing communications. Presented at 22nd EMAC Doctoral Colloquium, Nantes, France.