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dc.contributor.authorDimitrova, Boryana
dc.contributor.authorSmith, Brent
dc.contributor.authorAndras, Trina
dc.date.accessioned2017-11-16T10:02:17Z
dc.date.accessioned2017-11-16T10:37:43Z
dc.date.available2017-11-16T10:02:17Z
dc.date.available2017-11-16T10:37:43Z
dc.date.issued2017
dc.identifier.issn0861-6604
dc.identifier.urihttp://hdl.handle.net/10610/3348
dc.description.abstractFirms 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.us_US
dc.publisherTsenov Publishing Houseen_EN
dc.relation.ispartofseries3;1
dc.subjectMichael Porterus_US
dc.subjectdiamondus_US
dc.subjectdynamic capabilities approachus_US
dc.subjectplatform enterpriseus_US
dc.subjectco-creationus_US
dc.subjectbrand valueus_US
dc.titleBRAND VALUE CO-CREATION VIA THE PLATFORM ENTERPRISEus_US
dc.typeArticleus_US


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