TY - JOUR
T1 - Building your own brand platform
T2 - To sidestep the big online marketplaces, consider these four approaches
AU - Wichmann, Julian R. K.
AU - Wiegand, Nico
AU - Reinartz, Werner J.
PY - 2022/10
Y1 - 2022/10
N2 - Some branded product companies are sidestepping digital aggregators like Amazon and Google Shopping and instead building their own brand flagship platforms. These platforms are more than just a direct sales channel. They provide a mix of specialized products, services, and content by involving participants—consumers and third-party businesses—in the value creation process, as both receivers and providers of value.
AB - Some branded product companies are sidestepping digital aggregators like Amazon and Google Shopping and instead building their own brand flagship platforms. These platforms are more than just a direct sales channel. They provide a mix of specialized products, services, and content by involving participants—consumers and third-party businesses—in the value creation process, as both receivers and providers of value.
UR - https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=wosstart_imp_pure20230417&SrcAuth=WosAPI&KeyUT=WOS:000842623000016&DestLinkType=FullRecord&DestApp=WOS_CPL
M3 - Article
SN - 0017-8012
VL - 100
SP - 47
EP - 53
JO - Harvard business review
JF - Harvard business review
IS - 9-10
ER -