Building Brands Together: Emergence and Outcomes of Co-Creation

Material TypeArticleLanguageEnglish
TitleBuilding Brands Together: Emergence and Outcomes of Co-Creation Author(S)Nicholas Ind (Author)
Abstract  Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we created an online brand community. ...Paginationp 5-26
SubjectManagementDescriptorsManagement
Journal TitleCalifornia Management Review  
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