Born Globals and Brand Co-Creation : The Stakeholder’s Role in Brand Co-Creation of Born Globals in Germany

2021

Master's thesis in Business administration (BE501) Purpose–This thesis tries to shed some light on the impact of brand co-creation in born globals. In particular, it will examine how born globals can make use of brand co-creation and how stakeholders influence brand co-creation. Furthermore, it will be investigated whether there is a special motivation for the stakeholders in the form of reciprocal effects on their own brand during brand co-creation. Design/methodology/approach–This thesis employs a qualitative research approach. A total of six semi-structured interviews were conducted, five of which were usable for this study. Three of the interviews were conducted with born globals based …