Ashwin Papers

The academic article "The Platformization of Brands" examines how traditional product brands are responding to the challenge posed by  digital aggregation platforms  like Amazon and Google Shopping, which have usurped direct access to consumers. The authors propose that brands can counteract this by creating their own  brand flagship platforms , which foster versatile and ongoing interac...

The academic article by Zeithaml et al. champions the  theories-in-use (TIU) approach  as a vital method for developing  novel, organic marketing theories  distinct from those borrowed from other fields. It presents the TIU approach as a research methodology that involves  cocreating relevant knowledge with practitioners and consumers  by examining their mental models of how things work in a speci...