However in contrast to conventional retailers, product manufacturers could possibly flip this digital menace into a possibility. By embracing the concept and functionalities of digital platforms, branded product producers as various as Bosch, Nike, and Mars Whistle are sidestepping gamers like Amazon and as a substitute constructing what we name model flagship platforms. Manufacturers use these platforms to significantly increase on their core worth providing and set up a direct reference to customers. They leverage platform constructions to combine third-party companies and customers into the worth creation course of. By doing so, they will present a variety of complementary merchandise, providers, and content material inside the broader class area surrounding their core providing. What outcomes is an providing that addresses shopper wants extra holistically and transcends a pure gross sales channel or the standard product-centric perspective.
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