Abstract
The initial goal of the study was to provide brand management with insights on what customer integration can do for brand equity, what kinds of brands it is suitable for and what the critical success factors in its implementation are. Thus, the key learnings of the study are summarized in the following guideline, that can be used to evaluate the possible benefits and to decide on whether and how to implement customer integration.
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© 2016 Springer Fachmedien Wiesbaden
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Sesselmann, J. (2016). Conclusion. In: Empowering Brands with Customer Integration. BestMasters. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-11639-2_6
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DOI: https://doi.org/10.1007/978-3-658-11639-2_6
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-11638-5
Online ISBN: 978-3-658-11639-2
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