Skip to Main content Skip to Navigation
Journal articles

Paradoks retro-innowacji w zarządzaniu marką

Abstract : In the paper the concept of “retro-innovation” in brand management, which consists in combining retro style of brand with modern, technologically developed products, is presented. The purpose of literature studies was to make a critical analysis of the concept of retro brand considering the consumer behaviour. The article presents the results of own empirical research in the area of retro brand management. Several examples of brand management, combining retro style with modern technologically developed products, is present in the market. Selected cases were the subject of research conducted in France and Poland in 2015. The analysis of the results shows that the use of the concept of retro brand management seems to be of particular interest among consumers, especially if the products are based on technologically developed solutions.
Document type :
Journal articles
Complete list of metadata

Cited literature [15 references]  Display  Hide  Download
Contributor : Jean-Marc POINTET Connect in order to contact the contributor
Submitted on : Tuesday, August 2, 2016 - 8:38:14 AM
Last modification on : Friday, January 21, 2022 - 3:35:21 AM

Links full text




Magdalena Grebosz, Jean-Marc Pointet. Paradoks retro-innowacji w zarządzaniu marką . Journal Management Sciences, Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu, 2016, 1 (26), pp.52-62. ⟨10.15611/noz.2016.1.04⟩. ⟨hal-01349760⟩



Record views