From product brand to platform brand : business evolution of Internet clothing brand Handu
Year of publication: |
2019
|
---|---|
Authors: | He, Jiaxun ; Zhu, Liangjie |
Published in: |
China-focused cases : selected winners of the CEIBS global case contest. - Singapore : Springer, ISBN 978-981-13-2705-6. - 2019, p. 137-166
|
Subject: | Handu | Internet brand | Platform | Markenartikel | Brand | Markenführung | Brand management | Internet | Konsumentenverhalten | Consumer behaviour | Digitale Plattform | Digital platform | Electronic Commerce | E-commerce | Markenimage | Brand image | Netzwerkökonomik | Network economics |
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