When Co-creation Becomes the Beating Heart of a Store: The Case of “Le Petit Bazar”

Elodie Jouny Rivier and Julien Jouny-Rivier ()
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Elodie Jouny Rivier: ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Julien Jouny-Rivier: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: According to the French Toy-Childcare Industries Federation, France spends over 3,277 billion euros in toys, thus making the country the second largest European consumer of toys (after the UK). Always more demanding about the quality and the origin of the products, customers are looking for original items compared to the standardized products of the specialized toy stores. In this context, how can retailers (and more particularly small shops) provide customers with more suitable products?

Keywords: Co-creation; Concept-store; Innovation (search for similar items in EconPapers)
Date: 2016-12-04
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Citations: View citations in EconPapers (1)

Published in ISPIM Innovation Summit - Moving the innovation horizon, ISPIM, Dec 2016, Kuala Lumpur, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01446177

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