Our paper tries to advance knowledge on the concept of consumer empowerment. In particular, it focuses on the role of social media in empowering consumers to take a greater stake, not only in tactic decisions, but also in companies’ strategic choices, such as new product development and product portfolio selection. The critical case “Winner Taco by Algida” of Unilever will be discussed.
Consumer Empowerment and Product Strategy. The Winner Taco Case
BURATTI, NICOLETTA;Derchi, Francesco;PROFUMO, GIORGIA
2014-01-01
Abstract
Our paper tries to advance knowledge on the concept of consumer empowerment. In particular, it focuses on the role of social media in empowering consumers to take a greater stake, not only in tactic decisions, but also in companies’ strategic choices, such as new product development and product portfolio selection. The critical case “Winner Taco by Algida” of Unilever will be discussed.
File in questo prodotto:
Non ci sono file associati a questo prodotto.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
