Innovation and Brands: The Managers’ Perspective in a Multiple Case Study in a Brazilian Region

Innovation and Brands: The Managers’ Perspective in a Multiple Case Study in a Brazilian Region

This article aims to identify what an innovative brand is from the perspective of business managers in a region of Brazil, and describe how they manage innovative brands. A multiple case study was carried out with five innovative companies from four economic sectors: telecommunications, information...

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Bibliographic Details
Main Authors: Rogerio Bevilacqua, Verica Freitas, Veronica Angélica Freitas de Paula
Format: Article
Language:English
Published: FUCAPE Business School 2020-01-01
Series:BBR: Brazilian Business Review
Subjects:
innovation
brands
innovative brands
Online Access:http://www.redalyc.org/articulo.oa?id=123075326005
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