品牌理论走向共同创造与启示品牌管理外文翻译.docVIP

品牌理论走向共同创造与启示品牌管理外文翻译 外文翻译 Toward a theory of brand co-creation with implications for brand governance Material: Business Source Premier Author: Hatch, Mary Jo; Schultz, Majken. ABSTRACT In 2004, Prahalad and Ramaswamy analyzed co-creation as a relatively new and critical development within the field of innovation. They provided examples of four building blocks by which co-creation occurs: dialogue, access, transparency and risk. In this article, we relate these elements to the phenomenon of branding, extending the building block framework, using the marketing concep