2018 | OriginalPaper | Buchkapitel
Co-creation: Building brands together
verfasst von : Nicholas Ind
Erschienen in: Forum Markenforschung 2016
Verlag: Springer Fachmedien Wiesbaden
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
Since its invention as a theory and practice in the early 2000s, co-creation has boomed. Organizations conduct co-creation programmes, specialist consultancies provide co-creation advice and academic researchers use it in a diverse range of fields (Prahalad and Ramaswamy, 2003, 2004; Ramaswamy and Gouillart, 2010; Füller et al, 2009; Füller, 2010; Hatch and Schultz, 2010; Ind et al, 2013; Frow et al, 2015). Attend a branding conference and you will hear ‘co-creation’ bandied around in all sorts of different contexts.