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La marque et le design, comme vecteurs d’innovation: le rôle du capital innovation de la marque

BRAND AND DESIGN AS DRIVERS FOR INNOVATION: THE ROLE OF BRAND INNOVATION CAPITAL

Aurélie Hemonnet-Goujot (), Delphine Manceau and Pierre Valette-Florence ()
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Aurélie Hemonnet-Goujot: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Delphine Manceau: NEOMA - Neoma Business School
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Date: 2019-05-15
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Published in Congrès International de l'Association Française du Marketing, May 2019, Le Havre, France

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