Innovating from inside the brand: (Re)searching the optimum design strategy for brands a new product innovations

Maaike Mulder-Nijkamp, Wouter Eggink

Faculty of Engineering Technology

Research output: Contribution to conference › Paper

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2021
The Triangular Designers’ Space: Methodical Approach to Balance Brand Typicality and Novelty
Mulder - Nijkamp, M., Eggink, W., de Kok, M. & ten Klooster, R., 8 Jun 2021, The Value of Design in Retail and Branding. Quartier, K., Petermans, A., Melewar, T. C. & Dennis, C. (eds.). first ed. Bingley (UK): Emerald, p. 95-108 13 p.
Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review