@article{SchoenwaelderWeber2021,
  author    = {Jeremy Sch{\"o}nw{\"a}lder and Anja Weber},
  title     = {Sustainable corporate incubation to create innovative D2C value propositions},
  series   = {Marketing Review St. Gallen},
  volume    = {38},
  number    = {6},
  issn      = {1865-6544},
  pages     = {28 -- 37},
  year      = {2021},
  abstract  = {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  = {en}
}