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 proceeding › Chapter › Academic › peer-review

Original language	English
Title of host publication	Co-creating brands
Subtitle of host publication	Brand Management from A Co-creative Perspective
Editors	Nicholas Ind, Holger Schmidt
Place of Publication	London
Publisher	Bloomsbury
Pages	234-248
ISBN (Print)	9781472962263
Publication status	Published - 12 Dec 2019

Cite this

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title = "Transformation from a high-tech product to a co-created technology brand",

author = "Samuel Kristal and Carsten Baumgarth and Christine Franzel",

year = "2019",

month = dec,

day = "12",

language = "English",

isbn = "9781472962263",

pages = "234--248",

editor = "Ind, \{Nicholas \} and Holger Schmidt",

booktitle = "Co-creating brands",

publisher = "Bloomsbury",

}

Transformation from a high-tech product to a co-created technology brand. / Kristal, Samuel ; Baumgarth, Carsten; Franzel, Christine .
Co-creating brands: Brand Management from A Co-creative Perspective. ed. / Nicholas Ind; Holger Schmidt. London: Bloomsbury, 2019. p. 234-248.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review