Marketing to consumers as co-producers in the sharing economy

Summarises findings from a paper published in the Journal of the Academy of Marketing Science: The consumer production journey: Marketing to consumers as co-producers in the sharing economy.

This article summarises “The consumer production journey: Marketing to consumers as co-producers in the sharing economy” by Benedict G. C. Dellaert, Journal of the Academy of Marketing Science (2019) Volume 47, pp. 238–254.

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