Sökning: "platform-based branding cycle"
Hittade 1 uppsats innehållade orden platform-based branding cycle.
1. The Platform-Based Branding Cycle: Conceptualizing the Roles of the Platform-Based Brand Using the Case of AirbnbMagister-uppsats, Lunds universitet/Företagsekonomiska institutionen
Sammanfattning : Thesis purpose: To explore the phenomenon of businesses utilizing a platform strategy to create value from a branding perspective. We examine how the role of the brand for a platform is different than for a traditional business in order to conceptualize the role of a platform-based brand. LÄS MER