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


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



DOI: https://doi.org/10.1007/978-3-030-42545-6_85
URL: https://link.springer.com/chapter/10.1007/978-3-03...
Document Type: Conference or workshop publication
Year of publication: 2019
Book title: Enlightened Marketing in Challenging Times : proceedings of the 2019 AMS World Marketing Congress (WMC)
Page range: 281-282
Conference title: 2019 AMS WMC
Location of the conference venue: Edinburgh, UK
Date of the conference: 09.-12.07.2019
Publisher: Pantoja, Felipe ; Wu, Shuang ; Krey, Nina
Place of publication: Cham
Publishing house: Springer
ISBN: 978-3-030-42544-9 , 978-3-030-42545-6
Related URLs:
Publication language: English
Institution: Business School > ABWL, Marketing & Innovation (Kuester)
Subject: 330 Economics

Dieser Eintrag ist Teil der Universitätsbibliographie.




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