Co-creation in a company with a strong

Telma Gonçalves Cunha, Alessandro Marco Rosini

Abstract


The purpose of this study is to analyze the relationship between the use of co-creation processes and creating value for the brand in organization size. The methodology of this study occurs through exploratory research supported by case study at Harley-Davidson organization. The results show that the different forms of co-creation used by the company consistently support the creation of value for the brand and the consequent growth of its customer base.

Keywords


Brand. Co-creation. Value creation.

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DOI: https://doi.org/10.24212/2179-3565.2013v4i3p109-121

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