Abstract
Branded Product Platforms (BPPs) orchestrate the joint value creation by its platform participants to occupy consumers’ entire need categories. They thereby evolve the brand-consumer relationship, allowing brands to foster intimate and perpetually ongoing interactions with consumers that transcend the traditional customer journey.
| Original language | English |
|---|---|
| Pages (from-to) | 888-995 |
| Journal | Marketing Review St. Gallen |
| Volume | 2021 |
| Issue number | 2 |
| Publication status | Published - Feb 2021 |