The Mechanism of Heritage Brand Revitalization through Contextual Innovation: A Single-case Study of Yunnan Baiyao Group

SONG Zheng-gang, LV Yuan-hao, ZHANG Yu-li

Journal of Management Case Studies ›› 2025, Vol. 18 ›› Issue (6) : 825-840.

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Journal of Management Case Studies ›› 2025, Vol. 18 ›› Issue (6) : 825-840. DOI: 10.7511/JMCS20250607
Innovation and Entrepreneurship

The Mechanism of Heritage Brand Revitalization through Contextual Innovation: A Single-case Study of Yunnan Baiyao Group

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{{article.zuoZheEn_L}}. {{article.title_en}}. {{journal.qiKanMingCheng_EN}}. 2025, 18(6): 825-840 https://doi.org/10.7511/JMCS20250607

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