Stakeholder Involvement in Value Co-Destruction: a Case of Promoting Condoms in India

This paper explores the reasons for low condom usage in India by elucidating the stakeholder involvement in the value creation and delivery process. Data was collected from non-profit organisations in India and findings suggested that value co-destruction resulted from cultural incongruencies amplified by stakeholders



Citation:

Samanthika Gallage and Sameer Deshpande (2020) ,"Stakeholder Involvement in Value Co-Destruction: a Case of Promoting Condoms in India", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 758-757.

Authors

Samanthika Gallage, Nottingham University Business School
Sameer Deshpande, Griffith University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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