"Growing Brand on Digital Platforms" - Webinar
05 May 2020
Although the diversity and velocity with which products can be developed and disseminated on digital platforms has fostered and reinforced a climate of open innovation, it has also given rise to an innovation diffusion paradox whereby resources are being squandered on innovations that may never catch consumers’ attention. Consequently, it is imperative for developers to bolster the discoverability of their products in order to survive in such highly competitive open innovation ecosystems.
In this speaker series, Professor Chee-Wee Tan will talk about how developers can leverage on product development process to grow their brand within open innovation ecosystems. He will introduce a multi-level perspective to link a novel concept of brand vitality alongside established dimensions of brand equity (i.e., quality assurance, symbolic image, and visibility) as antecedents of developer performance in open innovation ecosystems, and posit product development process attributes (i.e., product irregularity, pace, and scope) as factors affecting the abovementioned brand equity dimensions.
Chee-Wee Tan is a Professor at the Department of Digitalization in Copenhagen Business School, an Honorary Professor of Business Analytics and Digitalization at the Nottingham University Business School China in the University of Nottingham Ningbo China, a Distinguished Research Scholar at the Faculty of Business in Lingnan University, a Guest Professor at the School of Management in the University of Science and Technology of China, as well as a Visiting Professorial Fellow at the School of Information Systems and Technology Management in University of New South Wales. Chee-Wee is also the co-director of the joint research center between CBS and the Antai College of Economics and Management in Shanghai Jiao Tong University. He received his Ph.D. in Management Information Systems from the University of British Columbia. His research interests focus on design and innovation issues related to digital services. His work has been published in leading peer-reviewed journals such as MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Journal of the Association for Information Systems, Journal of the American Society for Information Science and Technology, European Journal of Information Systems, and Decision Support Systems, among others. Apart from his current appointment as a Senior Editor for MIS Quarterly, Chee-Wee is serving on the editorial boards for many other journals.
This webinar will take place on May 21st from 14:00 to 15:00 GMT.
Please follow this link to join: https://us02web.zoom.us/j/85277020441?pwd=STMxdWNETXdTVGlwKzQ2UHNDS1dlZz09