BRAND VALUE CO-CREATION VIA THE PLATFORM ENTERPRISE Cover Image

СЪВМЕСТНО СЪЗДАВАНЕ НА СТОЙНОСТ НА ТЪРГОВСКАТА МАРКА ЧРЕЗ ПЛАТФОРМЕНИТЕ КОМПАНИИ
BRAND VALUE CO-CREATION VIA THE PLATFORM ENTERPRISE

Author(s): Boryana, V. Dimitrova, Brent Smith, Trina Larsen Andras
Subject(s): Economy
Published by: Стопанска академия »Д. А. Ценов«
Keywords: Michael Porter;diamond;dynamic capabilities approach;platform enterprise;co-creation;brand value

Summary/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.

  • Issue Year: 27/2017
  • Issue No: 3
  • Page Range: 5-29
  • Page Count: 30
  • Language: Bulgarian