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De Wit, I. (author), Du Bois, E. (author), Moons, I.M.R. (author), Jacoby, A. (author)
As current design students will be potential moderators for future design ideation sessions, the research focused on an ideation guide to support them in executing these sessions. Nowadays, mapping the number of tools onto the logic of the innovation process gives an overload of possibilities and reveals the following important difficulties: (i)...
conference paper 2012
document
Moons, I.M.R. (author), De Pelsmacker, P. (author), De Wit, I. (author), Du Bois, E. (author)
The separation between the field of marketing strategy and marketing action (creating new products) is longstanding. Still, product development may become a key element for branding because it serves as a cohesive factor for all elements that configure brand personality and experience. This paper investigates the effect of introducing different...
conference paper 2012