Linking strategy-as-practice knowledge and multi-stakeholder brand meaning co-creation: Insights from a small, non-commercial institutional context

back to overview

Reference

Vallaster, C., & von Wallpach, S. (2014). Linking strategy-as-practice knowledge and multi-stakeholder brand meaning co-creation: Insights from a small, non-commercial institutional context. Paper presented at the European Marketing Academy (EMAC), Valencia, Spain. (VHB_3: D)

Publication type

Paper in Conference Proceedings

Persons

Organizational Units

  • Institute for Entrepreneurship
  • Van Riemsdijk Chair in Entrepreneurship