CONSUMER EMPOWERMENT: A SOURCE OF CO-CREATION OF VALUE

ABDELLATIF CHAKOR & OUAFAE BELHARAR
The objective of this article is to clarify, through a literature review, another trend practiced by many companies through which they produce their products and services. It is mainly the delegation of power to consumers to participate in the creation of business offers according to their expectations. This new trend manifests itself by the use of empowerment strategies (Denegri-Knott et al. 2006) that are recently adopted by a set of companies in their value co-creation...
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