Universität zu Köln

Wichmann, Julian R. K., Wiegand, Nico ORCID: 0000-0002-7348-7716 and Reinartz, Werner J. (2022). The Platformization of Brands. J. Mark., 86 (1). S. 109 - 132. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1547-7185

Full text not available from this repository.

Abstract

Digital platforms that aggregate products and services, such as Google Shopping or Amazon, have emerged as powerful intermediaries to brand offerings, challenging traditional product brands that have largely lost direct access to consumers. As a countermeasure, several long-established brands have built their own flagship platforms to resume control and foster consumer loyalty. For example, sports brands such as Nike, Adidas, or Asics launched tracking and training platforms that allow for ongoing versatile interactions among participants beyond product purchase. The authors analyze these emerging platform offerings, whose potential brands struggle to exploit, and provide guidance for brands that aim to platformize their business. This guidance comprises the conceptualization of digital platforms as places of consumer crowdsourcing (i.e., consumers drawing value from platform participants such as the brand, other consumers, or third-party businesses) and crowdsending (i.e., consumers providing value to platform participants) of products, services, and content along with a well-defined framework that brands can apply to assemble different types of flagship platforms. Evaluating the consequences of crowdsourcing and crowdsending for consumer-platform relationships, the authors derive a typology of archetypical relationship states and develop a set of propositions to help offline-born product brands thrive through platformization.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Wichmann, Julian R. K. UNSPECIFIED UNSPECIFIED UNSPECIFIED Wiegand, Nico UNSPECIFIED orcid.org/0000-0002-7348-7716 UNSPECIFIED Reinartz, Werner J. UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-667847
DOI:	10.1177/00222429211054073
Journal or Publication Title:	J. Mark.
Volume:	86
Number:	1
Page Range:	S. 109 - 132
Date:	2022
Publisher:	SAGE PUBLICATIONS INC
Place of Publication:	THOUSAND OAKS
ISSN:	1547-7185
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language VALUE CO-CREATION; CONSUMER; COMMUNITIES; FRAMEWORK; THINGS; PARTICIPATION; CONSUMPTION; STRENGTH; INTERNET; WORLD Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/66784