Sustainable Corporate Incubation to Create Innovative D2C Value Propositions - A Case Study

Jeremy Schönwälder and Anja Weber

Marketing Review St.Gallen, 2021, vol. 38, issue 6, 28-37

Abstract: Direct-to-consumer (D2C) marketing strategies commonly require large basket sizes to reach profitable growth. Thus, mass-market brands which offer low-price consumer packaged goods (CPG) face particular challenges when pursuing a D2C strategy. Creating a strong value proposition in the light of existing e-commerce platforms is far from trivial. Sustainable corporate incubation offers iterative routes to tackle D2C barriers for such brands. Based on a case study at Henkel, the largest CPG manufacturer in Germany, an explorative incubation approach to identify new ways of D2C business is proposed.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276165

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