Purpose: Healthcare innovation, exemplified by genomic medicine, requires increasingly sophisticated understanding of the interdisciplinary-organizational context in which new innovations are implemented. Deliberative stakeholder consultations are public engagement tools that are gaining...

The brand community concept refers to a group of people who share their interest in a specific brand and create a parallel social universe ripe with its own values, rituals, vocabulary and hierarchy. These brand communities or brand tribes are both an opportunity and a threat for the companies...