Schuhmacher, Monika C. ; Kuester, SabineORCID: 0000-0003-0985-2288Designing the marketing mix when launching a technological radical innovation.Perks, Helen
Proceedings of the 19th International Product Development Management Conference "Transformative Research in Product and service innovation"
219-220
In: Transformative Research in Product and Service Innovation : EIASM International Product Development Management Conference
(2012)
Brussels
The 19th EIASM International Product Development Management Conference (IPDM)
(Manchester, UK)
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