BRAND VALUE CO-CREATION VIA THE PLATFORM ENTERPRISE

Boryana Dimitrova, Brent Smith and Trina Andras
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Boryana Dimitrova: Drexel University
Brent Smith: Saint Joseph's University
Trina Andras: Drexel University

Business Management, 2017, issue 3 Year 2017, 5-24

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.

Keywords: Michael Porter; diamond; dynamic capabilities approach; platform enterprise; co-creation; brand value (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:dat:bmngmt:y:2017:i:3:p:5-24

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