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

Hemant K. Bhargava

Hemant K. Bhargava

Distinguished Professor, Jerome and Elsie Suran Chair in Technology Management, University of CaliforniaDavis,
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Bhargava, Hemant K.
, 
Jan Krämer

Jan Krämer

Professor for Information Systems, University of Passau
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Krämer, Jan
 and 
Abhinav Kishore

Abhinav Kishore

Product Innovation and Growth Leader, LatentView Analytics
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Kishore, Abhinav
  
Oct 26, 2024
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Published Online: Oct 26, 2024
Page range: 18 - 23
DOI: https://doi.org/10.2478/nimmir-2024-0012
Keywords
© 2024 Hemant K. Bhargava et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

FIGURE 1

The SHIELD framework: Defense shields against brand commoditization on platforms
The SHIELD framework: Defense shields against brand commoditization on platforms
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Language:
English
Publication timeframe:
2 times per year
Journal Subjects:
Business and Economics, Political Economics, Public Finance and Fiscal Theory, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Management, other
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