The book chapter focuses on the identification of the multiple domains of experience co-creation in order to provide new insights and managerial implications. More in detail, it analyzes alternative ways that can be applied in order to: i) identify possible meanings that consumers can ascribe to specific product/service concepts; ii) include the “philosophy of multiple meanings”; iii) adopt the vision of “infinite possibilities”; and iv) manage different levels of consumers’ participation and involvement during the experience creation process.

Co-creating Consumption Experiences: An Endless Innovation

BORGHINI, STEFANIA;CARU', ANTONELLA
2008

Abstract

The book chapter focuses on the identification of the multiple domains of experience co-creation in order to provide new insights and managerial implications. More in detail, it analyzes alternative ways that can be applied in order to: i) identify possible meanings that consumers can ascribe to specific product/service concepts; ii) include the “philosophy of multiple meanings”; iii) adopt the vision of “infinite possibilities”; and iv) manage different levels of consumers’ participation and involvement during the experience creation process.
2008
9780470694275
K. Tollin, A. Carù
Strategic Market Creation. A New Perspective on Marketing and Innovation Management
Borghini, Stefania; Caru', Antonella
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/1371391
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