... review of the concept, the authors demonstrate that co‐creation can also be seen from the perspective of consumers and other stakeholders. This also shifts the idea of co‐creation away from a strongly rational approach to one that is more spontaneous and playful. Practical implications The review...

...Beverly Wagner; Morris B. Holbrook Purpose This paper aims to discuss issues concerning the desirability of finding ways to close the gap between academic research and management practice – especially in the case of marketing and consumer research. Design/methodology/approach The issues...

...Göran Svensson This article provides a non‐mainstream discussion on the value chain concept, which challenges generally believed positions in the area of supply chain management. The author argues that the ultimate consumer is the trigger in the supply chain. The article discusses the concept...

... in the late 1960s and 1970s were profound and farreaching. Personal Expression and Consumerism Anti-authority, the demand for individuality and personal expression held sway in the late 1960s and early 1970s. Protest trends such as consumer scepticism, return to nature, rejection of the benefits of technology...