Brand-driven retail format innovation: a conceptual framework

Purpose The purpose of this paper is to engage in the research gap regarding the missing link between retail innovation and branding by providing a brand-driven process to systematically develop retail format innovation projects. The so-called “Brand-driven Retail Format Innovation” (BRFI) approach...

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Veröffentlicht in:	International journal of retail & distribution management 2017-07, Vol.45 (7/8), p.874-891
Hauptverfasser:	Botschen, Guenther, Wegerer, Philipp K
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand identification Brands Concrete Consumers Design Employees Initiatives Innovations Market strategy Marketing Product development Retail stores Retailing industry
Online-Zugang:	Volltext
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