Empowering Members of a Brand Community to Gain Consumer Insights and Create New Products: The Case of the Vorwerk Thermomix Research Community
In: Strategy and Communication for Innovation
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DOI: 10.1007/978-3-642-41479-4_24
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Cited by:
- Alexander Brem & Volker Bilgram & Adele Gutstein, 2021.
"Involving Lead Users in Innovation: A Structured Summary of Research on the Lead User Method,"
World Scientific Book Chapters, in: Alexander Brem (ed.), Emerging Issues and Trends in INNOVATION AND TECHNOLOGY MANAGEMENT, chapter 2, pages 21-48,
World Scientific Publishing Co. Pte. Ltd..
- Alexander Brem & Volker Bilgram & Adele Gutstein, 2018. "Involving Lead Users in Innovation: A Structured Summary of Research on the Lead User Method," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 15(03), pages 1-27, June.
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Keywords
Social Media; Product Development Process; Marketing Capability; Brand Community; Empowerment Strategy;All these keywords.
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