... 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...

... Limited 1989 Consumers Europe Marketing Marketing research Trends EBR Volume '89 Number 3 MARKETING IN 1992 AND BEYOND by Elizabeth Nelson The period of the late 1940s and 1950s in Europe was one of strong commitment to the work ethic It was a period not only of physical rebuilding...