Co-creation of corporate brand identity in B2B: The transformation of the technology brand Ottobock

Samuel Kristal, Carsten Baumgarth, Jörg Henseler

Research output: Contribution to conferencePaper

Original languageEnglish
Publication statusPublished - 9 May 2019
Event14th Global Brand Conference 2019 - Berlin School of Economics and Law, Berlin, Germany
Duration: 8 May 201910 May 2019
Conference number: 14
http://gbc2019.berlin/

Conference

Conference14th Global Brand Conference 2019
Abbreviated titleGBC
CountryGermany
CityBerlin
Period8/05/1910/05/19
Internet address

Cite this

Kristal, S., Baumgarth, C., & Henseler, J. (2019). Co-creation of corporate brand identity in B2B: The transformation of the technology brand Ottobock. Paper presented at 14th Global Brand Conference 2019, Berlin, Germany.