Cocreation is chaotic: What it means for marketing when no one has control

Marketing Theory

Volumn 11, Issue 3, 2011, Pages 325-350

  Fisher, Dan ^a   Smith, Scott ^b  

^a UNIVERSITY OF CENTRAL ARKANSAS   (United States)

^b UNIVERSITY OF CENTRAL MISSOURI   (United States)

Author keywords

brand communities; consumer co production; flexible brands; value co creation

Indexed keywords

EID: 80053496282     PISSN: 14705931     EISSN: 1741301X     Source Type: Journal    
DOI: 10.1177/1470593111408179     Document Type: Article

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