Stepping Up Your Brand Game in the Platform Age: How to Build a Commoditization SHIELD

Bhargava Hemant K., Krämer Jan and Kishore Abhinav
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Bhargava Hemant K.: Distinguished Professor, Jerome and Elsie Suran Chair in Technology Management, University of California, Davis
Krämer Jan: Professor for Information Systems, University of Passau
Kishore Abhinav: Product Innovation and Growth Leader, LatentView Analytics

NIM Marketing Intelligence Review, 2024, vol. 16, issue 2, 18-23

Keywords: Platforms; Brand Commoditization; Brand Empowerment; Consumer Attention (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:16:y:2024:i:2:p:18-23:n:1003

DOI: 10.2478/nimmir-2024-0012

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