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Brand Co-Creation im B-to-B-Bereich

  • Carsten BaumgarthEmail author
  • Samuel Kristal
Chapter

Zusammenfassung

Der vorliegende Beitrag beschäftigt sich mit dem postulierten Paradigmenwechsel in der Markenführung, angeregt durch die verstärkt aufkommende Co‐Creation‐Debatte, die bislang vorwiegend im B‐to‐C‐Marketing stattgefunden hat. Zunächst wird der Begriff und die Idee der Brand Co‐Creation erläutert. Anschließend wird die Relevanz der Brand Co‐Creation für die B‐to‐B‐Markenführung diskutiert. Insbesondere wird aufgezeigt, wie multilaterale Austauschprozesse zwischen Unternehmen und Stakeholdern zur Entstehung des Markenwerts und der Markenbedeutung einer B‐to‐B‐Marke beitragen können. Darauf aufbauend werden die gängigen „Scheinwerfer“ der Brand Co‐Creation sowie deren Wurzeln im B‐to‐B‐Marketing vorgestellt und durch Beispiele näher besprochen. Der Beitrag schließt mit Ideen für Forschung und Markenpraxis ab.

Schlüsselbegriffe

Brand Co-Creation (BCC) Co-Creation (Brand) Community Service-Dominant Logic User Generated Content 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  1. 1.Hochschule für Wirtschaft und Recht BerlinBerlinDeutschland
  2. 2.Universität Twente/Hochschule für Wirtschaft und Recht BerlinBerlinDeutschland

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