Platform as brands: The inbuilt potential and perils
Rethink brand building through the concept of platform brands. Their key tenets—participation, personalisation and shared purpose—lay the foundation for transforming a brand.
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2019
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| Online Access: | https://ink.library.smu.edu.sg/ami/122 https://ink.library.smu.edu.sg/context/ami/article/1122/viewcontent/4._AMI_Issue12_PlatformsAsBrands.pdf |
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| Institution: | Singapore Management University |
| Language: | English |