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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
 e 
Abhinav Kishore

Abhinav Kishore

Product Innovation and Growth Leader, LatentView Analytics
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Kishore, Abhinav
  
26 ott 2024
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Pubblicato online: 26 ott 2024
Pagine: 18 - 23
DOI: https://doi.org/10.2478/nimmir-2024-0012
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© 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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Lingua:
Inglese
Frequenza di pubblicazione:
2 volte all'anno
Argomenti della rivista:
Economia e business, Economia politica, Finanze pubbliche e teoria fiscale, Business management, Marketing, vednite, relazioni con il cliente, Managemente, organizzazione, corporate governance, Business Management, altro
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