• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Managing the co-created brand: Value and cultural complementarity in online and offline multi-stakeholder ecosystems
【24h】

Managing the co-created brand: Value and cultural complementarity in online and offline multi-stakeholder ecosystems

机译：管理共同创建的品牌：在线和离线多利益相关者生态系统中的价值和文化互补性

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The concepts of co-creation and co-communication are emerging concepts in the brand management literature that invoke multiple stakeholder interactions. However, this literature does not consider the impact of the complex ecosystems that lie behind both the brand and its stakeholders in order to create synergistic outcomes. By analyzing LEGO's relations with four stakeholder ecosystems we find that successful co-creation outcomes are dependent on value and cultural complementarities, but that these outcomes can be jeopardized when there are not also complementarities between the cultures in the process of direct firm-stakeholder interaction. To maximize co-creation the firm should remain open to input from all stakeholders, because even opposing stakeholders at the periphery of the ecosystem can contribute with valuable adjustments at the core.
机译：共同创造和共同交流的概念是在品牌管理文献中新兴的概念，它引起了多个利益相关者的互动。但是，该文献没有考虑品牌及其利益相关者背后的复杂生态系统的影响，以产生协同效应。通过分析乐高与四个利益相关者生态系统的关系，我们发现成功的共创成果取决于价值和文化互补性，但是当企业与利益相关者直接互动的过程中文化之间也没有互补性时，这些成果可能会受到损害。为了最大程度地实现共创，公司应该保持开放态度，接受所有利益相关者的投入，因为即使是生态系统外围的相对利益相关者也可以在核心做出有价值的调整。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号