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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Conclusion
verfasst von : Jörg Sesselmann
Erschienen in: Empowering Brands with Customer Integration
Verlag: Springer Fachmedien Wiesbaden
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The initial goal of the study was to provide brand management with insights on what customer integration can do for brand equity, what kinds of brands it is suitable for and what the critical success factors in its implementation are. Thus, the key learnings of the study are summarized in the following guideline, that can be used to evaluate the possible benefits and to decide on whether and how to implement customer integration.