Rising of an Ingredient Brand: An Exploratory Case of Android OS

Posted: 19 Nov 2012

See all articles by Volkan Polat

Volkan Polat

Yalova University

Ahmet Tuncay Nergis

Gebze Institute of Technology (GIT)

Ali E. Akgün

Gebze Institute of Technology (GIT)

Date Written: November 19, 2012

Abstract

Ingredient Branding has been in market since 1960’s and its popularity have increased in last few years and showing more alliances of products, brands and marketing programs. Also, academic studies are gaining momentum in this direction. The new mobile phones are no more just for talking or texting, they have hardware more like personal computers today and they can carry and process data to compensate consumers’ needs when people are away from their computers. The more complex hardware that smartphones have, more complex operating system needs arises. Android is an open-source software stack for mobile phones and other devices. The purpose of this study is to examine the ingredient branding efforts and market situation of Android OS, leading software company for smartphones.

Keywords: Ingredient Branding, Android

JEL Classification: M30, M31, M39

Suggested Citation

Polat, Volkan and Nergis, Ahmet Tuncay and Akgun, Ali, Rising of an Ingredient Brand: An Exploratory Case of Android OS (November 19, 2012). Proceedings of 19th International Business Research Conference, 2012 . Available at SSRN: https://ssrn.com/abstract=2177609

Volkan Polat (Contact Author)

Yalova University ( email )

Turkey

Ahmet Tuncay Nergis

Gebze Institute of Technology (GIT) ( email )

Cayirova-Gebze
Kocaeli, Istanbul 41400
Turkey

Ali Akgun

Gebze Institute of Technology (GIT) ( email )

Cayirova-Gebze
Kocaeli, Istanbul 41400
Turkey

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