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Non-western contexts : the invisible half

Jafari, Aliakbar; Firat, A. Fuat; Süerdem, Ahmet; … - In: Marketing theory 12 (2012) 1, pp. 3-12

Persistent link: https://www.econbiz.de/10009539219

Critical perspectives on consumers' role as "producers" : broadening the debate on value co-creation in marketing processes

Cova, Bernard; Dalli, Daniele; Zwick, Detlev - In: Marketing theory 11 (2011) 3, pp. 231-241

Persistent link: https://www.econbiz.de/10009355199

Critical Perspectives on Consumers' Role as 'Producers' : Broadening the Debate on Value Co-Creation in Marketing Processes

Cova, Bernard; Dalli, Daniele; Zwick, Detlev - 2015

This special issue continues the critical engagement with the popular discourses of Prahalad’s value co-creation paradigm and Vargo and Lusch’s service-dominant logic of marketing. The intensity of the debate among marketing scholars over these two marketing and management concepts...

Persistent link: https://www.econbiz.de/10014168175