Leveraging GenAI for Brand Ecosystem Development: An Iterative Approach from Business Scenarios to Business Model and Marketing Strategy
- In current research and industry practice, there are approaches to integrate stakeholders into the development of business models and marketing strategies, yet there is a lack of systematic exploration in this area. Addressing this gap, this paper pilots a social robot brand ecosystem that avails itself of the participative stakeholder involvement of BtB partners.This paper examinesthe development of a social robot brand ecosystem for municipal intuitions as well as retail businesses and the corresponding strategic building blocks by exploring ways of stakeholder participation to develop an ecosystem with the use of generative AI (genAI).
Author: | Simone Roth, Matheea Beder, Medina Klicic |
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URL: | https://www.ama.org/wp-content/uploads/2024/08/2024-Summer-AMA-Proceedings_August_21_2024.pdf |
ISBN: | 978-0-87757-021-9 |
Parent Title (English): | Reconnecting With Humanity: Marketing’s Role in Promoting Responsible Technology While Serving People |
Publisher: | AMA Summer Academic Conference |
Place of publication: | Boston, MA |
Editor: | Sertan Kabadayi, Myla Bui, Lauren S. Grewal |
Document Type: | Conference Proceeding |
Language: | English |
Year of Completion: | 2024 |
Creating Corporation: | American Marketing Association (AMA) |
Release Date: | 2024/09/30 |
Tag: | Brand Ecosystem; Brand Ecosystem Framework; Brand Strategy; Generative AI; Stakeholder Participation |
Issue: | 35 |
First Page: | 507 |
Last Page: | 530 |
Institutes: | Fachbereich 2 - Wirtschaftsinstitut |
DDC class: | 300 Sozialwissenschaften / 330 Wirtschaft |
Licence (German): | ![]() |