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Using feature design to showcase the corporate brand

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Peter J. Sackett, Head of Enterprise Integration, Cranfield University; Efstathios G. Kefallonitis, PhD Candidate, Enterprise Integration, Cranfield University


Everyone agrees that it's critical to involve consumers in the conception, formulation, and marketing stages of a company's product or service offering if a brand and its values are to function successfully. P.J. Sackett and E.G. Kefallonitis, both of Cra




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