Mythologizing the Dark Knight: a Process Enquiry
This study explores the evolutionary process underlying the development of a popular movie franchise, viz., Batman, where the value co-creation happens in a mesh of interconnected practices and mythos. Preliminary findings suggest that enduring movie franchises are developed through a carefully curated and interspersed contextualization of narrative elements.
Citation:
Saurabh Shinde and Krishanu Rakshit (2021) ,"Mythologizing the Dark Knight: a Process Enquiry", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 268-269.
Authors
Saurabh Shinde, Indian Institute of Management Calcutta
Krishanu Rakshit, Indian Institute of Management Calcutta
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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