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Can all brands innovate in the same way? A typology of brand position and innovation effort

Product innovation is vital to ongoing brand equity and has been responsible for revitalizing many brands, including Apple, Dunlop Volley, Mini, and Gucci. While several scholars have noted the relationship between a brand's position and the form of innovation available to a firm, surprisingly...

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Bibliographic Details
Main Authors:	Beverland, M., Napoli, Julie, Farrelly, F.
Format:	Journal Article
Published:	Blackwell Publishing 2010
Online Access:	http://hdl.handle.net/20.500.11937/8611

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