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Research papers

Brands and consumers co-creation

Digital technology radically changes the way we build and communicate knowledge. The old pattern of centralized senders and massive receivers is no longer acceptable: 'truth' is the consensus of many opinions, with human knowledge following wikipedia...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Fabio Paiva, Carla Mayumi
Companies: PepsiCo, Box1824
November 19, 2009
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Citation

Paiva and Mayumi (2009a, November 19). Brands and consumers co-creation. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/brands-and-consumers-co-creation