Sarah Wilner

Wilfrid Laurier University

Assistant Professor

75 University Ave W

Waterloo, Ontario N2L 3C5

Canada

  • Wilfrid Laurier University

SCHOLARLY PAPERS

2

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Scholarly Papers (2)

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1.

Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

Journal of Marketing, March 2010, HEC Paris Research Paper No. MKG-2013-980
Number of pages: 51 Posted: 03 May 2013
Robert Kozinets, Andrea C. Wojnicki, Sarah Wilner and Kristine de Valck
York University - Schulich School of Business, University of Toronto, Wilfrid Laurier University and Erasmus University Rotterdam - Rotterdam School of Management (RSM)
Downloads 2,849 (4,125)
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Word of mouth, online communities, online consumer behavior, advertising and promotions, consumer communication, Internet marketing

2.

Reconciling the Tension between Consistency and Relevance: Design Thinking as a Mechanism for Brand Ambidexterity

J. of the Acad. Mark. Sci. (2015) 43:589-609
Number of pages: 22 Posted: 19 Aug 2015
Michael Beverland, Sarah Wilner and Pietro Micheli
University of Melbourne - Department of Management, Wilfrid Laurier University and University of Warwick - Warwick Business School
Downloads 26 (499,019)

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Design, Design thinking, Brand consistency, Brand relevance, Innovation, Product innovation, Exploitation, Exploration, Ambidexterity