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

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

NIM Marketing Intelligence Review
Volume 16 (2024): Issue 2 (November 2024)
By: Hemant K. Bhargava,  Jan Krämer and  Abhinav Kishore  
Open Access
|Oct 2024

Authors

Hemant K. Bhargava

Distinguished Professor, Jerome and Elsie Suran Chair in Technology Management, University of California, Davis

Jan Krämer

Professor for Information Systems, University of Passau

Abhinav Kishore

Product Innovation and Growth Leader, LatentView Analytics
DOI: https://doi.org/10.2478/nimmir-2024-0012 | Journal eISSN: 2628-166X
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Language: English
Page range: 18 - 23
Published on: Oct 26, 2024
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Platforms,
Brand Commoditization,
Brand Empowerment,
Consumer Attention
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2024 Hemant K. Bhargava, Jan Krämer, Abhinav Kishore, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.

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