Archive for the ‘Co- branding’ tag
开放创新 品牌共建
关于交换在 B2B的层级，Prof.Xin 给了两个新的概念
wiki一下，整理出来
开放创新 Open innovation
The concept is related to (but distinct from) user innovation, cumulative innovation and distributed innovation.
The central idea behind open innovation is that in a world of widely distributed knowledge, companies cannot afford to rely entirely on their own research, but should instead buy or license processes or inventions (e.g. patents) from other companies.
closed innovation & Open innovation comparision
品牌共建 Co- branding
Co-branding refers to several different marketing arrangements:
According to Chang, from the Journal of American Academy of Business, Cambridge, states there are three levels of co-branding: market share, brand extension, and global branding.
Level 1 includes joining with another company to penetrate the market
Level 2 is working to extend the brand based on the company’s current market share
Level 3 tries to achieve a global strategy by combining the two brands
