| Autor: |
Meyer, Mona A., Kaudela-Baum, Stephanie, Decker, Vivian |
| Předmět: |
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| Zdroj: |
Proceedings of ISPIM Conferences; 2022, p1-9, 9p |
| Abstrakt: |
The study extends the existing knowledge by investigating the conditions for successful know-how transfer between ecosystem partners in the field of design and branding in the SME sector. While University-Industry partnerships, and the type of collaboration where companies open up their innovation process with the support of external resources (open innovation) finds favor in Switzerland, there are insufficient research on the design/branding aspect. Little is known about open innovation in the implementation phase, more specifically, at market entry. The strength of such an approach is that design/branding collaborations go beyond product and service development and focus on long-term strategies with no immediate return such as increased visibility and branding. Branding and therefore the creation of awareness should be in the foreground, by not only increasingly involve designers and marketers in the development phase, but also bring both together to clearly elaborate the value proposition and differentiation. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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