Co-Creation and Co-Production of Value: Competition Amongst Subcultures of Consumption

Jacob Hiler, Louisiana State University, USA
What happens when different subcultures both love a brand, but for very different and often mutually exclusive reasons? This research investigates what happens when these subcultures acknowledge each other’s presence, interact and influence each other’s enjoyment of the product, and ultimately attempt to influence the evolution of the product.


Full Movie:

*The links to films are provided as a service to our members. The films are not hosted by ACR and it does not endorse or make any other claims regarding the films’ contents. ACR cannot be held responsible for the content of these films or their copyright status. Any questions regarding these films should be addressed directly to films’ makers.