Original paper
Innovation-branding: should all firms be equally ambidextrous?
Volume: 30, Issue: 5, Pages: 754 - 767
Published: Aug 3, 2020
Abstract
Purpose The fundamental question asked in this study is – should all firms engage in innovation and branding activities to the same extent to achieve their goals? The purpose of this paper is to answer this question, a strategic typology that integrates branding and innovation (BI) from an organizational ambidexterity perspective is proposed. Design/methodology/approach This paper builds theory by proposing a typology. Integrating the literature...
Paper Details
Title
Innovation-branding: should all firms be equally ambidextrous?
Published Date
Aug 3, 2020
Volume
30
Issue
5
Pages
754 - 767
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Notes
History