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Browsing Gordon Institute of Business Science (GIBS) by Author "Eklund, Andreas Aldogan"
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Eklund, Andreas Aldogan; Berndt, Adele; Sandberg, Susanne
(Emerald, 2022-08)
PURPOSE : This paper aims to advance the theoretical knowledge of how manufacturers develop a multisensory value proposition.
DESIGN/METHODOLOGY/APPROACH : An exploratory case study with a global automotive manufacturer ...