Le consommateur-collaborateur: activités, attentes et impacts. Le cas du passionné de Warhammer

Bernard Cova and Pascale Ezan ()
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Bernard Cova: Euromed Marseille - École de management - Association Euromed Management - Marseille
Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: The collaboration of the consumer stands as an innovative aspect of marketing which has been especially developed by the so-called S-D Logic (Service Dominant Logic). However, a wide range of different research streams focuses on this phenomenon. In this paper, we detail each of these streams, we confront them with each other and with the reality through the case study of the Warhammer enthusiast consumer. A practical and theoretical discussion follows.

Date: 2008-11-13
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Published in 13èmes journées de Recherche en Marketing de Bourgogne, Nov 2008, Dijon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02075542

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