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 conferencePaperAcademicpeer-review

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.
Kristal, Samuel ; Baumgarth, Carsten ; Henseler, Jörg . / 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.
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title = "Co-creation of corporate brand identity in B2B: The transformation of the technology brand Ottobock",
author = "Samuel Kristal and Carsten Baumgarth and J{\"o}rg Henseler",
year = "2019",
month = "5",
day = "9",
language = "English",
note = "14th Global Brand Conference 2019, GBC ; Conference date: 08-05-2019 Through 10-05-2019",
url = "http://gbc2019.berlin/",

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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, 8/05/19 - 10/05/19, .

Co-creation of corporate brand identity in B2B : The transformation of the technology brand Ottobock. / Kristal, Samuel ; Baumgarth, Carsten; Henseler, Jörg .

2019. Paper presented at 14th Global Brand Conference 2019, Berlin, Germany.

Research output: Contribution to conferencePaperAcademicpeer-review

TY - CONF

T1 - Co-creation of corporate brand identity in B2B

T2 - The transformation of the technology brand Ottobock

AU - Kristal, Samuel

AU - Baumgarth, Carsten

AU - Henseler, Jörg

PY - 2019/5/9

Y1 - 2019/5/9

M3 - Paper

ER -

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