[AISWorld] CDBA Speaker Series - Growing Brand on Digital Platforms

[John Dong]

Trinity Centre for Digital Business and Analytics (CDBA)<https://www.tcd.ie/business/research/digital-business-analytics/> at Trinity College Dublin is organising the CDBA Speaker Series in Conversation with Academic Leaders to explore major topics in the fields of Digital Business and Business Analytics. We are inviting you to the second event with the topic “Growing Brand on Digital Platforms” via Zoom. It is our honor to have Professor Chee-Wee Tan<https://www.cbs.dk/en/research/departments-and-centres/department-of-digitalization/staff/ctadigi> to talk about how developers can leverage on product development process to grow their brand within open innovation ecosystems.


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  *   Date: 14:00-15:00 GMT on May 21 (Friday), 2021
  *   Topic: Growing Brand on Digital Platforms
  *   Speaker: Professor Chee-Wee Tan
  *   Link to register: https://us02web.zoom.us/meeting/register/tZEvcO6orDsuHtXsYpq4SAyH-R0TA2YBKO4v

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 to survive in such highly competitive open innovation ecosystems. In this speaker series, Chee-Wee 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 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.



If you have any queries regarding the event, please do not hesitate to contact the CDBA co-director Professor John Dong at john.dong at tcd.ie<mailto:john.dong at tcd.ie>. We look forward to seeing you in the event.
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