The co-creation of consumer experiences through Web 2.0

Ahlem Abidi-Barthe () and Souheila Kaabachi ()
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Ahlem Abidi-Barthe: European Business School-Paris
Souheila Kaabachi: European Business School-Paris

Journal of Internet Banking and Commerce, 2010, vol. 15, issue 2, 01-18

Abstract: The objective of this article is to show how companies use the possibilities of Web 2.0 in a co-creation approach of consumer experience and value with the consumer. This new approach involves integrating the consumer into their innovation process and in the development of the various marketing mix variables: product, price, communication, and distribution. To achieve this objective, we will rely on a literature review as well as examples and case studies of companies illustrating our points.

Keywords: Experience economy; Co-creation; Collaborative marketing; Web2.0 (search for similar items in EconPapers)
JEL-codes: L68 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:ris:joibac:0430

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