Knowledge engineering and management: the CommonKADS methodology
Knowledge engineering and management: the CommonKADS methodology
A framework of knowledge management systems: issues and challenges for theory and practice
ICIS '00 Proceedings of the twenty first international conference on Information systems
Knowledge management systems: issues, challenges, and benefits
Communications of the AIS
Evolution of the Metadata in the Ontology-based Knowledge Management Systems
Proceedings of the 1st German Workshop on on Experience Management: Sharing Experiences about the Sharing of Experience
Design science in information systems research
MIS Quarterly
Brand Presence in Digital Space
Journal of Electronic Commerce in Organizations
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As many companies seek growth through the development of new products, co-branding strategy provides a way to develop new products. However, combining two brands may cause brand meaning to transfer in ways that were never intended. Utilizing two or more brand names in the process of introducing new products offers competitive advantages. The present paper advances research on co-branding strategies by proposing a knowledge management system for co-branding through an ontology with three concepts: co-branding aim, category, and effect. The ontology-based knowledge system not only provides a roadmap of co-branding strategies but also illuminates issues related to co-branding for related research.