Journal article
BRAND VALUE CO-CREATION VIA THE PLATFORM ENTERPRISE
Бизнес управление, Vol.27(3), pp.5-24
2017
Abstract
Firms today focus on the development of long-term customer relationships and seek ways to actively involve customers in the marketing process. Platform enterprises such as Amazon, Airbnb, and Uber are spearheading the efforts in this direction by providing a digital platform enabling multiple stakeholders to engage in and contribute to brand value creation. However, scholarly research to date has not yet addressed the question of how platform enterprises can effectively and efficiently operate the network they build in a global market in order to stimulate co-creation and enhance brand value creation. We integrate Porter’s “diamond” with the dynamic capabilities approach and develop a conceptual framework, which helps us better understand how platform enterprises utilize their capabilities to exploit the “diamond” and build an “ecosystem of partners” while fostering innovation and encouraging brand value co-creation.
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Details
- Title
- BRAND VALUE CO-CREATION VIA THE PLATFORM ENTERPRISE
- Creators
- Boryana DimitrovaBrent SmithTrina Larsen Andras
- Publication Details
- Бизнес управление, Vol.27(3), pp.5-24
- Publisher
- D.A.Tsenov Academy of Economics
- Number of pages
- 25
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing; Drexel University
- Identifiers
- 991019551790304721