Artikel
Sustainable Corporate Incubation to Create Innovative D2C Value Propositions - A Case Study
Direct-to-consumer (D2C) marketing strategies commonly require large basket sizes to reach profitable growth. Thus, mass-market brands which offer low-price consumer packaged goods (CPG) face particular challenges when pursuing a D2C strategy. Creating a strong value proposition in the light of existing e-commerce platforms is far from trivial. Sustainable corporate incubation offers iterative routes to tackle D2C barriers for such brands. Based on a case study at Henkel, the largest CPG manufacturer in Germany, an explorative incubation approach to identify new ways of D2C business is proposed.
- Language
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Englisch
- Bibliographic citation
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Journal: Marketing Review St.Gallen ; ISSN: 1865-7516 ; Volume: 38 ; Year: 2021 ; Issue: 6 ; Pages: 28-37
- Classification
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Management
- Event
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Geistige Schöpfung
- (who)
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Schönwälder, Jeremy
Weber, Anja
- Event
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Veröffentlichung
- (who)
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Thexis Verlag
- (where)
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St.Gallen
- (when)
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2021
- Handle
- Last update
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10.03.2025, 11:44 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Schönwälder, Jeremy
- Weber, Anja
- Thexis Verlag
Time of origin
- 2021
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