Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276133 
Year of Publication: 
2021
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 38 [Issue:] 2 [Year:] 2021 [Pages:] 28-35
Publisher: 
Thexis Verlag, St.Gallen
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.
Document Type: 
Article

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