Global Marketing and Marketing Strategy: LEVERAGING GENAI FOR BRAND ECOSYSTEM DEVELOPMENT: AN ITERATIVE APPROACH FROM BUSINESS SCENARIOS TO BUSINESS MODEL AND MARKETING STRATEGY.

Autor:	Roth, Simone, Beder, Matheea, Klicic, Medina
Předmět:	INTERNET marketing ONLINE social networks SOCIAL media ARTIFICIAL intelligence BUSINESS models MARKETING strategy
Zdroj:	AMA Summer Academic Conference Proceedings; 2024, Vol. 35, p507-530, 24p
Abstrakt:	In current research and industry practice, there are approaches to integrate stakeholders into the development of business models and marketing strategies, yet there is a lack of systematic exploration in this area. Addressing this gap, this paper pilots a social robot brand ecosystem that avails itself of the participative stakeholder involvement of BtB partners. [ABSTRACT FROM AUTHOR]
Databáze:	Complementary Index
Externí odkaz:	Zobrazit plný text záznamu