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Empowering Brands
with Customer Integration
Classification, Benefits and Success Factors
Jörg Sesselmann · Student ID 3306...
2
“Customer integration describes the
combination of information and knowledge
from the customer’s domain with internal
fa...
3
Development Configuration Production Marketing
Customer integration along the value creation process
4
Development Configuration Production Marketing
Customer integration along the value creation process
5
A prominent example:
6
Lego Cuusoo
7
Customer integration along the value creation process
Development Configuration Production Marketing
8
A prominent example:
9
Nike ID
10
Development Configuration Production Marketing
Customer integration along the value creation process
11
A prominent example:
12
IKEA
13
Customer integration along the value creation process
Development Configuration Production Marketing
14
A prominent example:
15
McDonals’ Mein Burger
16
Benefits of customer integration from a product
development’s perspective have been widely discussed:
•  Increased effici...
17
But little research has been conducted on customer
integration from a brand management’s perspective:
Examples of unasw...
18
How can brands and brand management
benefit from customer integration and which
are the corresponding success factors?
...
19
Research approach: Case study
Case study research is the intense, in-depth study of a specific
individual or specific c...
20
Specifications of the case study research
Multiple-case study (2-4 cases)
•  Contrasting brands, concepts, target group...
21
Result: Overview of benefits and success factors
Type 1
Type 2
Type 3
Types of customer
integration
Brand performance
c...
22
Expert interviews needed!
I am now looking for industry expertes, willing to engage in a short expert
interview in orde...
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Call for Expert Interviews – Empowering Brand with Customer Integration

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I am a marketing student from Berlin and I'm currently writing my master thesis on "benefits and success factors of co-creation for brands and brand management". I try to find out, how co-creation, mass-customizationa and related concepts can affect brand awareness, brand image and brand equity in general and what the corresponding success factors are.

If you are an industry expert, conducting similar projects, please contact me for a short expert interview: joerg@sesselmann.de

Published in: Business
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Call for Expert Interviews – Empowering Brand with Customer Integration

  1. 1. Empowering Brands with Customer Integration Classification, Benefits and Success Factors Jörg Sesselmann · Student ID 330657 Berlin School of Economics and Law · International Marketing Management · WT 2012/13
  2. 2. 2 “Customer integration describes the combination of information and knowledge from the customer’s domain with internal factors of the seller’s business as a precondition of value creation.” Source: Reichwald and Piller, 2009. Interaktive Wertschöpfung, p.56
  3. 3. 3 Development Configuration Production Marketing Customer integration along the value creation process
  4. 4. 4 Development Configuration Production Marketing Customer integration along the value creation process
  5. 5. 5 A prominent example:
  6. 6. 6 Lego Cuusoo
  7. 7. 7 Customer integration along the value creation process Development Configuration Production Marketing
  8. 8. 8 A prominent example:
  9. 9. 9 Nike ID
  10. 10. 10 Development Configuration Production Marketing Customer integration along the value creation process
  11. 11. 11 A prominent example:
  12. 12. 12 IKEA
  13. 13. 13 Customer integration along the value creation process Development Configuration Production Marketing
  14. 14. 14 A prominent example:
  15. 15. 15 McDonals’ Mein Burger
  16. 16. 16 Benefits of customer integration from a product development’s perspective have been widely discussed: •  Increased efficiency and effectivity in the development process •  Reduction of product flops •  Generation of new product ideas •  And many more Source: Reichwald and Piller, 2009. Interaktive Wertschöpfung, p.6, 9
  17. 17. 17 But little research has been conducted on customer integration from a brand management’s perspective: Examples of unaswered questions: •  Does customer integration affect brand performance criteria like awareness, image, purchase intention or loyalty? •  Which brands should use customer integration, which shouldn’t (considering their brand positioning and identity)? •  What are the preconditions that make customer integration a success for brand management? Source: Reichwald and Piller, 2009. Interaktive Wertschöpfung, p.6, 9
  18. 18. 18 How can brands and brand management benefit from customer integration and which are the corresponding success factors? Research question:
  19. 19. 19 Research approach: Case study Case study research is the intense, in-depth study of a specific individual or specific context or situation. •  Suitable for broad, holistic and detailed examination of a case in its real context •  Suitable to establish a firsthand understanding of events •  Suitable for exploratory questions (why? how?) Source: Yin, 2009. Case Study Research – Design and Methods
  20. 20. 20 Specifications of the case study research Multiple-case study (2-4 cases) •  Contrasting brands, concepts, target groups and success levels •  Enhanced validity by replication of findings Triangulation methodology •  Multiple sources per case for enhanced reliability (artifacts, interviews, articles, case studies, surveys) Inductive research •  Development of a general theory based on the specific cases Source: Yin, 2009. Case Study Research – Design and Methods
  21. 21. 21 Result: Overview of benefits and success factors Type 1 Type 2 Type 3 Types of customer integration Brand performance criteria Benefit 1 Benefit 2 Benefit 3 Success factors Success factor 1 Success factor 2 Success factor 3
  22. 22. 22 Expert interviews needed! I am now looking for industry expertes, willing to engage in a short expert interview in order to create a valid, insightful case study research. •  e interview takes 30 minutes only (phone/in person) •  You get the study results to support your project •  You help the research community and my graduation ;-) Please contact me: Jörg Sesselmann joerg@sesselmann.de +49179/3626051

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