This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Search results
-
Keep: Commercializing China’s Mobile Fitness Unicorn
Xiaojun Fan; Xin LiCase IVEY-W25559-EMarketing, StrategyRecent years had witnessed the social phenomenon of the rise of Internet brands. Looking at Internet fitness unicorn brand Keep’s brand commercialization process, Keep demonstrated the path of creation, product adjustment and upgrade, and brand extension logic of Internet app brands. Keep started as a single-tool app providing exercise content and data records, and gradually developed into a one-stop fitness and exercise platform by actively adju...Starting at €8.20