Our Marketing Area members PostDoc Dr. Julian R.K. Wichmann and Prof. Dr. Werner Reinartz, together with former member Nico Wiegand (now at Vrije Universiteit Amsterdam) have published their research in the famous practitioner journal Harvard Business Review.

In the article titled “Building Your Own Brand Platform”, the three researchers explain how brands can face the increasing competition by platforms such as Amazon, JD.com, or Zalando by building own—albeit vastly different type of—platform. Such “brand flagship platforms”—think Nike Run Club, Adidas Runtastic, or Bosch DIY—go far beyond mere sales and instead have the goal to foster intimate and lasting relationships with consumers.