Brand repositioning in a business relationship context: Adapting symbolically to a customer’s resource network

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Original languageEnglish
Title of host publicationProceedings of the 31st annual IMP conference : Organizing sustainable btob relationships - designing in changing networks
Publication date08.2015
Publication statusPublished - 08.2015
MoE publication typeA4 Article in conference proceedings
Event2015 31st Industrial marketing and purchasing group (IMP) conference: Organizing Sustainable BtoB Relationships - Designing in Changing Networks - Kolding, Kolding, Denmark
Duration: 27.08.201530.08.2015
Conference number: 31

Keywords

  • 512 Business and Management
  • Customers and Relations

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