|Publication status||Published - 9 May 2019|
|Event||14th Global Brand Conference 2019 - Berlin School of Economics and Law, Berlin, Germany|
Duration: 8 May 2019 → 10 May 2019
Conference number: 14
|Conference||14th Global Brand Conference 2019|
|Period||8/05/19 → 10/05/19|
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.