Strategic Implications of Consumer-To-Consumer Resource Pooling

Alexander Rose, University of South Carolina, USA
Eric Arnould, Southern Denmark University, Denmark
Adopting a managerial perspective, we conduct an ethnography to develop insight into the efficacy and benefits of providing contexts for resource pooling amongst consumers. Findings from the craft beer industry reveal benefits in branding and consumer experience.
[ to cite ]:
Alexander Rose and Eric Arnould (2015) ,"Strategic Implications of Consumer-To-Consumer Resource Pooling", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 152-156.