Purpose: The aim of this paper is to examine the extent of value co-creation activity that exists in online brand communities. The approach was to use elements of practice theory to analyse the member-to-member Adult Fans of Lego (AFOL) community Design/methodology/approach: The method adopted...

This article compares the offshore market strategy of the U.S., India and China in the 21st century. In developing its offshoring strategies the U.S. is gradually moving away from low cost labor strategies of the past. It is redirecting its resources to organizations that have a focus towards...