How marketing managers harness cocreation in order to regain power

Comment les managers marketing utilisent la cocréation pour reprendre le pouvoir

Carole Charbonnel ()
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Carole Charbonnel: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Co-creation initiatives between brands and their consumers have become increasingly widespread. A little-known reason for this trend lies in the weakening of the marketing function within companies. By forming alliances with consumers, marketing managers are highlighting the key role they play in the relationship with the end customer.

Keywords: Cocreation; pratiques du marketing; managers marketing; marketing digital; marques; consommateurs (search for similar items in EconPapers)
Date: 2026-03-30
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-05582355v1
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Published in 2026, ⟨10.64628/aak.yrdfv7f5f⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05582355

DOI: 10.64628/aak.yrdfv7f5f

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