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Conference paper

Tactical launch decisions for technological innovations: The importance of customer innovativeness

Authors list: Kuester, Sabine; Schuhmacher, Monika C.

Appeared in: Marketing to Citizens: Going beyond Customers and Consumers

Editor list: Rita, Paulo

Publication year: 2012

ISBN: 978-989-732-004-0

URL: https://nbn-resolving.org/urn:nbn:de:bsz:180-madoc-315833

Conference: 41th EMAC Conference

Authors/Editors

- Uni.-Prof. Dr. Monika Christine Schuhmacher

Citation Styles

Harvard Citation style: Kuester, S. and Schuhmacher, M. (2012) Tactical launch decisions for technological innovations: The importance of customer innovativeness, in Rita, P. (ed.) Marketing to Citizens: Going beyond Customers and Consumers. Brussels: EMAC. https://nbn-resolving.org/urn:nbn:de:bsz:180-madoc-315833

APA Citation style: Kuester, S., & Schuhmacher, M. (2012). Tactical launch decisions for technological innovations: The importance of customer innovativeness. In Rita, P. (Ed.), Marketing to Citizens: Going beyond Customers and Consumers. EMAC. https://nbn-resolving.org/urn:nbn:de:bsz:180-madoc-315833