The study focuses on Temporary Shops, the recent communication and distribution innovation used by firms in order to improve interaction with customers and to reinforce brand loyalty and equity. The main aim of the study is to frame the Temporary Shop phenomenon in Italy and to analyse its value co-creation potential. Through the Dart Model proposed by Prahalad & Ramaswamy (2004) we study in-depth the temporary shops of 4 leader companies. The findings show how temporary shops are value co-creation locus, in which, the interactive and experiential relationship between the firm and the customer is engaged and how co-operation to co-create value emerges.
Time and space for the value co-creation: Temporary shop
Caridà A;Melia M;Colurcio M
2010-01-01
Abstract
The study focuses on Temporary Shops, the recent communication and distribution innovation used by firms in order to improve interaction with customers and to reinforce brand loyalty and equity. The main aim of the study is to frame the Temporary Shop phenomenon in Italy and to analyse its value co-creation potential. Through the Dart Model proposed by Prahalad & Ramaswamy (2004) we study in-depth the temporary shops of 4 leader companies. The findings show how temporary shops are value co-creation locus, in which, the interactive and experiential relationship between the firm and the customer is engaged and how co-operation to co-create value emerges.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
