The consumer production journey: marketing to consumers as co-producers in the sharing economy

HIGHLIGHTS

• who: Benedict G. C. Dellaert from the Department of Marketing, Monash Business School, Monash University, Caulfield East, Victoria, Australia have published the research work: The consumer production journey: marketing to consumers as co-producers in the sharing economy, in the Journal: (JOURNAL)
• what: To address this challenge the authors propose a two-layered conceptual framework of consumer co-production networks and the individual consumer production journeys therein. The authors propose that in consumer co-production networks, marketing should increasingly focus on developing new functions that can support consumers who are also active as coproducers (Piskorski . . .
  

   

  

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