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

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