Browsing Proceedings from the International Congress on Project Management and Engineering by Author "Val-Jauregi, Ester"

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MÉTODOS PARA LA COMPRENSIÓN DEL CLIENTE ¿CUÁNDO MERECEN LA PENA?

Val-Jauregi, Ester; Beitia, Alex; Justel, Daniel (2010)

Because customer understanding, specially at early stages of new product development, has been acknowledged to be a determinant of new product success, researchers have developed different methods that can be used to enhance ...
REVISIÓN DE MODELOS PARA LA TRANSFORMACIÓN DE LA MARCA EN PRODUCTOS Y SERVICIOS EN ENTORNOS BUSINESS TO BUSINESS

González Ochaontesana, Itsaso; Val-Jauregi, Ester; Justel Lozano, Daniel; Iriarte Azpiazu, Ion; Alberdi Álvaro, Alazne (2014)

Brand is not just a logo that identifies one seller's product from those of other sellers. Today, it plays a much bigger role. Brand is considered a strategic asset that is able to drive and strengthen innovation and ...