The consumer production journey: marketing to consumers as co-producers in the sharing economy
Sign Up to like & getrecommendations! Published in 2019 at "Journal of the Academy of Marketing Science"
DOI: 10.1007/s11747-018-0607-4
Abstract: New digital technologies not only support consumers in better fulfilling their own consumption needs but also enable them to create greater value for other consumers. These new consumer co-production activities, collectively referred to as the… read more here.
Keywords: production; consumer; consumer production; marketing ... See more keywords