Skip to main content
main-content

Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter

1. Introduction

Abstract
The relationship between companies and customers is changing. The long established roles of companies, making products and sending messages, and customers, listening to and buying from them, are constantly merging into more collaborative systems. Popular concepts like co-creation, co-production, mass customization and crowdsourcing are blurring the line between vendors and buyers by integrating customers into the design, production or marketing value creation processes.
Jörg Sesselmann

2. Conceptual Foundation

Abstract
Traditionally, brands have been described as sets of signs, identifying products or services and as legal objects of protection (cf. Esch, 2012, p.18).
Jörg Sesselmann

3. Classification of Customer Integration

Abstract
There is a wealth of different forms and concepts of customer integration. In order to provide a comprehensive overview of the possible characteristics, a classification system is being developed. The classification is based on existing categorization attempts, several concepts describing different forms of customer integration and the analysis of actual cases. The criteria are first reviewed briefly and then assembled into a classification matrix. This matrix serves as a basis for the development of a theoretical framework of benefits and success factors and the selection and discussion of specific case studies in the empirical research part of this thesis.
Jörg Sesselmann

4. Theoretical Framework of Benefits and Success Factors

Abstract
In this chapter, existing literature regarding benefits and success factors of customer integration for brands is reviewed. Then, as a basis for the empirical case study, a framework of potential benefits and success factors of customer integration for brands is established.
Jörg Sesselmann

5. Empirical Case Study Analysis of Benefits and Success Factors

Abstract
In order to evaluate the theoretical framework of benefits and success factors of customer integration for brands, a multiple-case study analysis is conducted. During the study, the three cases are first analyzed and evaluated individually, according to the theoretical framework. At the same time, the reasonability of the theoretical framework of benefits and success factors is evaluated. After the individual case study analysis, a crosscase analysis is conducted in order to compare the evaluation of the single case studies. Finally, the theoretical framework is evaluated and revised on the basis of the combined insights generated from the cross-case analysis.
Jörg Sesselmann

6. Conclusion

Abstract
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.
Jörg Sesselmann

Backmatter

Weitere Informationen