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University-created products are more appealing

People were more trusting of and willing to pay up to 65% more for the same product when it was co-developed with a university.

Author

Thomas McKinlay
February 13, 2024

Channels: Product | Brand and Strategy
For: B2C and B2B 
Research date: June 2023
Universities: WU Vienna University of Economics and Business, University of Bonn & Friedrich-Alexander-Universität Erlangen-Nürnberg

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