Herbjørn Nysveen and Per Pedersen, International Journal of Market Research, Vol. 56, No. 6, 2014
The purpose of this article is to study the influence of customer co-creation participation on customers’ brand experience, brand satisfaction and brand loyalty. We apply a service logic approach in which co-creation participation refers to co-creation of customer value together with the brand, co-creation of new value with the brand and co-creation of value together with other customers within the context of the brand.
Volker Bilgram, Dorothée Stadler and Gabriele Stahl, ESOMAR, Qualitative, November 2014
This paper explains how online market research communities can be used by companies for product development into the often under-delivered post-processing phase.
Ronnie Thomas and John Gamvros , Warc Prize for Asian Strategy, Entrant, 2014
This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.
Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how Porsche, the luxury car brand, used Weibo, the microblogging site, to promote the new Porsche 911 Turbo S in China.
Rujeeporn Navakul , Warc Prize for Asian Strategy, Entrant, 2014
This case study describes a limited edition product launch by Oriental Princess, a cosmetics brand, which used a secret-leaking microsite to catch existing customer's attention and increase sales.
Sailesh Wadhwa, Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how FrogAsia, a education technology provider, used an online game to engage teachers and schoolchildren and improve the standard of English used in Malaysia.
Mohammed Ali Merchant , Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how, ever since it had acquired IBM's PC business, Lenovo had become the world's fastest-growing and number-one PC brand, the third-biggest maker of smart-connected devices and even the fourth-biggest smartphone maker.
Napas Kitirattragan, Warc Prize for Asian Strategy, Entrant, 2014
This case study explains how Maybelline, the make-up brand, used an influencer-led strategy to launch a new product, Color Tattoo, in the eye-shadow category in Thailand.
Shubhrojyoti Roy, Kamakshi Thareja and Pinaki Bhattacharya, Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how Nokia, once the undisputed king of mobile handsets in India, was facing stiff competition.
Trends in crowdsourcing and collaboration