The effectiveness of specific go-to-market strategies for digital innovation adoption


Schuhmacher, Monika C. ; Konya-Baumbach, Elisa ; Kuester, Sabine ; Kuharev, Victoria


URL: https://easychair.org/smart-program/AMSWMC22/2019-...
Document Type: Conference or workshop publication
Year of publication: 2019
Book title: AMS WMC 22: The 22nd Academy of Marketing Science World Marketing Congress 2019 "Enlightened Marketing in Challenging Times" : Edinburgh, Scotland
Page range: Session 4.6
Conference title: 2019 AMS WMC
Location of the conference venue: Edinburgh, UK
Date of the conference: July 9-12, 2019
Place of publication: Ruston, LA
Publishing house: Academy of Marketing Science
Publication language: English
Institution: Business School > ABWL, Marketing & Innovation (Kuester)
Subject: 330 Economics

Dieser Eintrag ist Teil der Universitätsbibliographie.




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Schuhmacher, Monika C. ; Konya-Baumbach, Elisa ORCID: 0000-0002-7990-8542 ; Kuester, Sabine ORCID: 0000-0003-0985-2288 ; Kuharev, Victoria The effectiveness of specific go-to-market strategies for digital innovation adoption. Session 4.6 In: AMS WMC 22: The 22nd Academy of Marketing Science World Marketing Congress 2019 "Enlightened Marketing in Challenging Times" : Edinburgh, Scotland (2019) Ruston, LA 2019 AMS WMC (Edinburgh, UK) [Conference or workshop publication]


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