Brand Implementation –Creating Keyture (C. Diener, B. Hug & C. Wünsche)

Claus Diener, Ben Hug and Christopher Wünsche ()

Chapter 14 in Brand Management, 2026, pp 269-281 from Springer

Abstract: Abstract ZumtobelCase study – brand implementation Group is a leading manufacturer of luminaires, components, and lighting solutions. In the lighting industry, however, the business potential of hardware products alone is under pressure by the increased importance of connectivity, digital features and software solutions. To address this, a comprehensive new Internet of Things (IoT) platform was presented to the market in spring 2024 with the objective of enhancing the products’ intelligence, efficiency, and thus overall spectrum of digitally enabled use cases.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-50245-4_14

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DOI: 10.1007/978-3-658-50245-4_14

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