TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
A1  - Schönwälder, Jeremy
A1  - Weber, Anja
T1  - Sustainable corporate incubation to create innovative D2C value propositions
BT  - a case study
JF  - Marketing Review St. Gallen
N2  - 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.
KW  - Innovationsmanagement
KW  - Innovation management
KW  - Innovation
KW  - Unternehmensgründung
KW  - Business start-up
KW  - Technologiepark
KW  - Technology park
Y1  - 2021
UR  - https://www.econbiz.de/Record/sustainable-corporate-incubation-to-create-innovative-d2c-value-propositions-a-case-study-sch%C3%B6nw%C3%A4lder-jeremy/10012663639
SN  - 1865-6544
SS  - 1865-6544
VL  - 38
IS  - 6
SP  - 28
EP  - 37
ER  -