Gear up for innovation and branding opportunities

https://www.ieseinsight.com/doc.aspx?id=2255&idioma=2

Participants

  • Yvonne van Everdingen
    Role: Faculty
    Reference type: Referenced

Media outlets

  • IESE Insight (Online)

Description

Yvonne van Everdingen, professor at the Rotterdam School of Management (RSM), has been mentioned in an article. The article discusses the research carried out by the RSM on the effects of investments on the power of innovation and brands. It is better to invest in R&D than in the advertisement of cars of Formula 1. Yvonne van Everdingen investigates both branding (marketing) and breeding (innovation) results by looking beyond sponsorships to gear makers' competitive event participation.