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Table of Contents
Preface; Table of Contents; List of Figures; List of Abbreviations; 1. Introduction; 1.1 Background; 1.2 Purpose and Research Question; 1.3 Research Approach and Limitations; 2. Conceptual Foundation; 2.1 Brand Management ; 2.1.1 The Basic Principles of Brand and Brand Management; 2.1.2 Evaluating Brands by Customer Based Brand Equity; 2.2 Customer Integration ; 2.2.1 The Basic Principles of Customer Integration; 2.2.2 Delimitation of Customer Integration; 2.2.3 Competitive Advantages of Customer Integration; 2.2.4 Motives of Customers' Engagement in Customer Integration
3. Classification of Customer Integration3.1 Classification Criteria of Customer Integration; 3.2 Summary: Customer Integration Classification Matrix; 4. Theoretical Framework of Benefits and Success Factors; 4.1 Current State of Research ; 4.1.1 Customer Integration in Design; 4.1.2 Customer Integration in Configuration; 4.1.3 Customer Integration in Production; 4.1.4 Customer Integration in Marketing; 4.1.5 Relationship Marketing; 4.2 Theoretical Framework of Benefits and Success Factors; 4.2.1 Benefits of Customer Integration for Brands
4.2.2 Success Factors of Customer Integration for Brands4.2.3 Summary: Framework of Benefits and Success Factors; 5. Empirical Case Study Analysis of Benefits and Success Factors; 5.1 Multiple-Case Study Design; 5.2 McDonald's "Mein Burger"; 5.2.1 Evaluation of Benefits; 5.2.2 Evaluation of Macro Success Factors; 5.2.3 Evaluation of Micro Success Factors; 5.3 Lego "Cuusoo"; 5.3.1 Evaluation of Benefits; 5.3.2 Evaluation of Macro Success Factors; 5.3.3 Evaluation of Micro Success Factors; 5.4 Nike "NikeiD"; 5.4.1 Evaluation of Benefits; 5.4.2 Evaluation of Macro Success Factors
5.4.3 Evaluation of Micro Success Factors5.5 Cross-Case Analysis, Evaluation and Revision of the Theoretical Framework; 5.5.1 Cross-Case Analysis of Benefits; 5.5.2 Cross-Case Analysis of Macro Success Factors; 5.5.3 Cross-Case Analysis of Micro Success Factors; 5.5.4 Summary: Evaluation of Case Studies; 5.5.5 Summary: Evaluated and Revised Theoretical Framework; 6. Conclusion; 6.1 Managerial Implications; 6.2 Summary, Limitations and Directions for Further Research; 7. Bibliography
3. Classification of Customer Integration3.1 Classification Criteria of Customer Integration; 3.2 Summary: Customer Integration Classification Matrix; 4. Theoretical Framework of Benefits and Success Factors; 4.1 Current State of Research ; 4.1.1 Customer Integration in Design; 4.1.2 Customer Integration in Configuration; 4.1.3 Customer Integration in Production; 4.1.4 Customer Integration in Marketing; 4.1.5 Relationship Marketing; 4.2 Theoretical Framework of Benefits and Success Factors; 4.2.1 Benefits of Customer Integration for Brands
4.2.2 Success Factors of Customer Integration for Brands4.2.3 Summary: Framework of Benefits and Success Factors; 5. Empirical Case Study Analysis of Benefits and Success Factors; 5.1 Multiple-Case Study Design; 5.2 McDonald's "Mein Burger"; 5.2.1 Evaluation of Benefits; 5.2.2 Evaluation of Macro Success Factors; 5.2.3 Evaluation of Micro Success Factors; 5.3 Lego "Cuusoo"; 5.3.1 Evaluation of Benefits; 5.3.2 Evaluation of Macro Success Factors; 5.3.3 Evaluation of Micro Success Factors; 5.4 Nike "NikeiD"; 5.4.1 Evaluation of Benefits; 5.4.2 Evaluation of Macro Success Factors
5.4.3 Evaluation of Micro Success Factors5.5 Cross-Case Analysis, Evaluation and Revision of the Theoretical Framework; 5.5.1 Cross-Case Analysis of Benefits; 5.5.2 Cross-Case Analysis of Macro Success Factors; 5.5.3 Cross-Case Analysis of Micro Success Factors; 5.5.4 Summary: Evaluation of Case Studies; 5.5.5 Summary: Evaluated and Revised Theoretical Framework; 6. Conclusion; 6.1 Managerial Implications; 6.2 Summary, Limitations and Directions for Further Research; 7. Bibliography