Marketing strategies in commercialization process of disruptive innovations: Is user-generated content more effective in easing commercialization of disruptive innovations than marketer-generated content? Do these strategies have contradicting or complementary effects on commercialization variables?

Ruskova, Yanina

2017-02-13

Additional Metadata
Keywords	disruptive innovations, content marketing, user-generated content
Thesis Advisor	Loosschilder, Gerard, Berens, Guido
Persistent URL	hdl.handle.net/2105/37578
Series	Master in Management
Organisation	Rotterdam School of Management
Citation APA Style AAA Style APA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Ruskova, Yanina. (2017, February 13). Marketing strategies in commercialization process of disruptive innovations: Is user-generated content more effective in easing commercialization of disruptive innovations than marketer-generated content? Do these strategies have contradicting or complementary effects on commercialization variables?. Master in Management. Retrieved from http://hdl.handle.net/2105/37578

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