Building your own brand platform: To sidestep the big online marketplaces, consider these four approaches

Julian R. K. Wichmann; Nico Wiegand; Werner J. Reinartz

Building your own brand platform: To sidestep the big online marketplaces, consider these four approaches

Julian R. K. Wichmann
, Nico Wiegand
, Werner J. Reinartz

Research output: Contribution to journal › Article › Professional

1221 Downloads (Pure)

Abstract

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.

Original language	English
Pages (from-to)	47-53
Number of pages	7
Journal	Harvard business review
Volume	100
Issue number	9-10
Publication status	Published - Oct 2022
Externally published	Yes

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Building your own brand platform: To sidestep the big online marketplaces, consider these four approaches

Abstract

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