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Le consommateur-collaborateur : activités, attentes et impacts. Le cas du passionné de Warhammer

Abstract : The collaboration of the consumer stands as an innovative aspect of marketing which has been especially developed by the so-called S-D Logic (Service Dominant Logic). However, a wide range of different research streams focuses on this phenomenon. In this paper, we detail each of these streams, we confront them with each other and with the reality through the case study of the Warhammer enthusiast consumer. A practical and theoretical discussion follows.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02075542
Contributor : Sabrina Mommolin <>
Submitted on : Thursday, March 21, 2019 - 2:44:03 PM
Last modification on : Saturday, March 23, 2019 - 11:20:03 AM

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  • HAL Id : hal-02075542, version 1

Citation

Bernard Cova, Pascale Ezan. Le consommateur-collaborateur : activités, attentes et impacts. Le cas du passionné de Warhammer. 13èmes journées de Recherche en Marketing de Bourgogne, Nov 2008, Dijon, France. ⟨hal-02075542⟩

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