An article on the development of the technology brand Ottobock has recently been published in the renowned Journal of Business Research (A-Journal, Q1). Together with co-authors Dr. Samuel Kristal and Prof. Dr. Jörg Henseler, Prof. Dr. Baumgarth has analyzed the development of the Ottobock brand from a product orientation to a brand management and brand orientation to a co-creation approach in a single case study. The analysis shows, among other things, that co-creation is only meaningful and successful if the brand is professionally managed and strongly anchored in the corporate culture. Without this strong foundation co-creation can lead to a weakening of brands. Therefore, it is recommended to first to do your homework and take your employees with you before the brand is actively opened to all other stakeholders.