BRAND VALUE CO-CREATION VIA THE PLATFORM ENTERPRISE

Authors

Keywords
Michael Porter, diamond, dynamic capabilities approach, platform enterprise, co-creation, brand value.

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.

JEL: M30
Pages: 20

To view the full text of the article click on the relevant button below.

More titles

  • COMPLETENESS AND TIMELINESS OF THE ANNUAL FINANCIAL STATEMENTS PUBLISHED BY BULGARIAN ENTERPRISES

    The information presented in the financial statements must share certain characteristics so as to be useful to primary users. Not infrequently, in Bulgarian reporting practice, it is easy to note inconsistencies in the financial statements which are published since although those statements formally meet the legal requirements, they fail to ...

  • EXPERT ASSESSMENT OF THE ENVIRONMENTAL RISK OF TECHNOGENIC NATURE – AN ELEMENT OF THE ENVIRONMENTAL POLLUTION LIABILITY INSURANCE OF THE INDUSTRIAL ENTERPRISES

    The article deals with the issues of insuring the environmental pollution risk in economic enterprises. In addition, the research outlines the structure of the environment with reference to the operations of enterprises with hazardous waste production; it also analyses the elements of the environment and the risk factors, which determine the risk ...

  • THE EFFECT OF HABITS ON THE MANAGEMENT PROCESS

    The management process is directed towards achieving certain goals. Its realisation is affected by a multitude of factors, including the habits of managers and their subordinates. Consciously or unconsciously, habits determine the behaviours of individuals in their personal and working lives. When the personal and work habits affect positively the ...