Journal article
Marketing channel evolution: From contactual efficiency to brand value co-creation and appropriation within the platform enterprise
Journal of marketing channels, v 26(1)
02 Jan 2020
Abstract
In recent years, major technological advances have been a primary force driving channel evolution. In particular, the Internet of things has provided a means for some firms to experience the rise of one of the most innovative and cutting-edge channels-the platform enterprise (i.e., firms such as Amazon, Etsy, and Airbnb). We examine the platform enterprise through a marketing channel evolution lens. In doing so, we point to key factors that enable particular kinds of firms to forge unique marketing channels. As platform enterprises, these channels offer value that transcends contactual efficiency, because they utilize their resources and capabilities not only to connect buyers and sellers efficiently but also to create a community of stakeholders whose collective efforts are focused on two linked priorities-brand value co-creation and brand value appropriation.
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Details
- Title
- Marketing channel evolution: From contactual efficiency to brand value co-creation and appropriation within the platform enterprise
- Creators
- Boryana Dimitrova - Drexel UniversityBrent Smith - Emerson CollegeTrina Larsen Andras - Drexel University
- Publication Details
- Journal of marketing channels, v 26(1)
- Publisher
- Taylor & Francis
- Number of pages
- 12
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000533665700004
- Scopus ID
- 2-s2.0-85089961840
- Other Identifier
- 991019168657604721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Web of Science research areas
- Business