Co-creation in a company with a strong

Authors

  • Telma Gonçalves Cunha
  • Alessandro Marco Rosini

DOI:

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

Keywords:

Brand. Co-creation. Value creation.

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.

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Published

2013-12-15

Issue

Vol. 4 No. 3 (2013)

Section

Papers

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