The study focuses on The Temporary Shops, the recently communication and distribution innovation used by firm in order to improve interaction with customers and to reinforce brand loyalty and equity. The main aim of the study is to frame the Temporary Shop phenomenon in Italy and to analyse its value co-creation potential. Through the Dart Model proposed by Prahalad and Ramaswamy (2004) we in-depth study the temporary shops of 4 leader companies. The findings show as temporary shops are value co-creation locus in which the interactive and experiential relationship between the firm and the customer is engaged and the co-operation to co-create value emerges.
Time and space for value co-creation / RUSSO SPENA, Tiziana; Angela, Caridà; Colurcio, Maria; Monia, Melia. - ELETTRONICO. - (2010), pp. 1-9. (Intervento presentato al convegno 39th Emac Conference-The Six Senses - The Essentials of Marketing tenutosi a Copenaghen Business Scholl nel 1-4 giugno).
Time and space for value co-creation
RUSSO SPENA, TIZIANA;COLURCIO, MARIA;
2010
Abstract
The study focuses on The Temporary Shops, the recently communication and distribution innovation used by firm in order to improve interaction with customers and to reinforce brand loyalty and equity. The main aim of the study is to frame the Temporary Shop phenomenon in Italy and to analyse its value co-creation potential. Through the Dart Model proposed by Prahalad and Ramaswamy (2004) we in-depth study the temporary shops of 4 leader companies. The findings show as temporary shops are value co-creation locus in which the interactive and experiential relationship between the firm and the customer is engaged and the co-operation to co-create value emerges.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
