Sell to Subvert: How Market-Critical Consumer-Producer Communities Cope With Market Success
In this abstract we present an interpretive study of the “Premium Cola community” of anti-market activists that successfully markets a cola with moral ambitions. As it grows, the community repeatedly encounters ideological dilemmas that it addresses with specific framing practices. We illuminate how successful consumer-producer communities can manage moral growth.
Florian Ladstaetter and Marius K. Luedicke (2013) ,"Sell to Subvert: How Market-Critical Consumer-Producer Communities Cope With Market Success", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 168-169.
Florian Ladstaetter, University of Innsbruck, Austria
Marius K. Luedicke, Cass Business School, City University London, UK
E - European Advances in Consumer Research Volume 10 | 2013
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