How Co-creating Enhances the Quality of a Brand-consumer Relationship, using the U&G Approach: The Coca-Cola Case
Journal of Marketing Research and Case Studies
The concept of co-creation or value creation has been the subject of several research studies. While the concept of co-creation seems recent, Badot and Cova (1995) have developed it a while ago, in the early 1990s. Despite the thorough discussions about the strategic consequences of…