Empowering Brands with Customer Integration [electronic resource] : Classification, Benefits and Success Factors /
Sesselmann, Jörg.author.
Jörg Sesselmann presents the first comprehensive guide to customer integration from a branding perspective. The author establishes a classification of the vast landscape of co-creation, co-design, co-production, interactive value creation and mass customization and evaluates benefits and success factors for brands. He provides insight into leading case studies from the fast food, apparel and toy industry as well as practical implementation checklists and guidelines. The book provides thought-provoking impulse for marketing, brand management and strategy professionals as well as for researchers, lecturers and students. Contents Basic Principles of Branding and Brand Management Classification of Customer Integration Analysis of Benefit and Success Factors Managerial Implications Target Groups Teachers and students of economics with the focus on marketing and brand management Executives and consultants in the field of marketing, brand management and strategy professionals  The Author Jörg Sesselmann, M.A., graduated in International Marketing Management at the Berlin School of Economics of Law and is working as a Brand Strategist at a German branding agency.
Description based upon print version of record.
Preface; Table of Contents; List of Figures; List of Abbreviations; 1. Introduction; 1.1 Background; 1.2 Purpose and Research Question; 1.3 Research Approach and Limitations; 2. Conceptual Foundation; 2.1 Brand Management ; 2.1.1 The Basic Principles of Brand and Brand Management; 2.1.2 Evaluating Brands by Customer Based Brand Equity; 2.2 Customer Integration  ; 2.2.1 The Basic Principles of Customer Integration; 2.2.2 Delimitation of Customer Integration; 2.2.3 Competitive Advantages of Customer Integration; 2.2.4 Motives of Customers' Engagement in Customer Integration
3. Classification of Customer Integration3.1 Classification Criteria of Customer Integration; 3.2 Summary: Customer Integration Classification Matrix; 4. Theoretical Framework of Benefits and Success Factors; 4.1 Current State of Research  ; 4.1.1 Customer Integration in Design; 4.1.2 Customer Integration in Configuration; 4.1.3 Customer Integration in Production; 4.1.4 Customer Integration in Marketing; 4.1.5 Relationship Marketing; 4.2 Theoretical Framework of Benefits and Success Factors; 4.2.1 Benefits of Customer Integration for Brands
4.2.2 Success Factors of Customer Integration for Brands4.2.3 Summary: Framework of Benefits and Success Factors; 5. Empirical Case Study Analysis of Benefits and Success Factors; 5.1 Multiple-Case Study Design; 5.2 McDonald's "Mein Burger"; 5.2.1 Evaluation of Benefits; 5.2.2 Evaluation of Macro Success Factors; 5.2.3 Evaluation of Micro Success Factors; 5.3 Lego "Cuusoo"; 5.3.1 Evaluation of Benefits; 5.3.2 Evaluation of Macro Success Factors; 5.3.3 Evaluation of Micro Success Factors; 5.4 Nike "NikeiD"; 5.4.1 Evaluation of Benefits; 5.4.2 Evaluation of Macro Success Factors
5.4.3 Evaluation of Micro Success Factors5.5 Cross-Case Analysis, Evaluation and Revision of the Theoretical Framework; 5.5.1 Cross-Case Analysis of Benefits; 5.5.2 Cross-Case Analysis of Macro Success Factors; 5.5.3 Cross-Case Analysis of Micro Success Factors; 5.5.4 Summary: Evaluation of Case Studies; 5.5.5 Summary: Evaluated and Revised Theoretical Framework; 6. Conclusion; 6.1 Managerial Implications; 6.2 Summary, Limitations and Directions for Further Research; 7. Bibliography
Includes bibliographical references.
Jörg Sesselmann presents the first comprehensive guide to customer integration from a branding perspective. The author establishes a classification of the vast landscape of co-creation, co-design, co-production, interactive value creation and mass customization and evaluates benefits and success factors for brands. He provides insight into leading case studies from the fast food, apparel and toy industry as well as practical implementation checklists and guidelines. The book provides thought-provoking impulse for marketing, brand management and strategy professionals as well as for researchers, lecturers and students. Contents Basic Principles of Branding and Brand Management Classification of Customer Integration Analysis of Benefit and Success Factors Managerial Implications Target Groups Teachers and students of economics with the focus on marketing and brand management Executives and consultants in the field of marketing, brand management and strategy professionals  The Author Jörg Sesselmann, M.A., graduated in International Marketing Management at the Berlin School of Economics of Law and is working as a Brand Strategist at a German branding agency.
Marketing.
Management.
Industrial management.
Leadership.
Marketing.
Innovation/Technology Management.
Business Strategy/Leadership.