Building Your Own Brand Platform
| Autor: | Julian Wichmann, Nico Wiegand, Reinartz, Werner J. |
|---|---|
| Přispěvatelé: | Marketing |
| Jazyk: | angličtina |
| Rok vydání: | 2022 |
| Zdroj: | Wichmann, J R K, Wiegand, N & Reinartz, W J 2022, ' Building Your Own Brand Platform ', Harvard Business Review, vol. 100, no. 5, pp. 47-53 . < https://store.hbr.org/product/building-your-own-brand-platform/S22052 > Vrije Universiteit Amsterdam Harvard Business Review, 100(5), 47-53. Harvard Business School Publishing |
| ISSN: | 0017-8012 |
| Popis: | Some branded product companies are sidestepping digital aggregators like Amazon and Google Shopping and instead building their own brand flagship platforms. These platforms are more than just a direct sales channel. They provide a mix of specialized products, services, and content by involving participants—consumers and third-party businesses—in the value creation process, as both receivers and providers of value.In this article, the authors introduce four types of brand flagship platforms: platform as instrument, as guide, as canvas, and as companion. They describe the relationship style, risks, and opportunities associated with each one. |
| Databáze: | OpenAIRE |
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