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.
2014
9788890766220
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11567/740373
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