Transformation from a high-tech product to a co-created technology brand

Samuel Kristal, Carsten Baumgarth, Christine Franzel

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

Original languageEnglish
Title of host publicationCo-creating brands
Subtitle of host publicationBrand Management from A Co-creative Perspective
EditorsNicholas Ind, Holger Schmidt
Place of PublicationLondon
PublisherBloomsbury
Pages234-248
ISBN (Print)9781472962263
Publication statusPublished - 12 Dec 2019

Cite this

Kristal, S., Baumgarth, C., & Franzel, C. (2019). Transformation from a high-tech product to a co-created technology brand. In N. Ind, & H. Schmidt (Eds.), Co-creating brands: Brand Management from A Co-creative Perspective (pp. 234-248). London: Bloomsbury.