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Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Author

Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Author "Sandberg, Susanne"

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Orchestrating an experiential value proposition : the case of a Scandinavian automotive manufacturer

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 ...

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