Just a Mental Problem? –Acceptance and Barriers of Using Ethnographic Methods for Product Innovations for SMEs in B2B Markets

Autmaring, T., Cziehso, G. P.



Publication type
Forschungsartikel in Sammelband (Konferenz)

Peer reviewed
Yes

Publication status
Published

Year
2018

Conference
47th Academy of Marketing Science (AMS) Annual Conference

Venue
New Orleans, USA

Language
English