Consumer co-creation for the revival of a retro brand / Raffaele Filieri.

Format:

Book

Author/Creator:

Filieri, Raffaele, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Customer relations--Case studies.

Customer relations.

Marketing--Case studies.

Marketing.

New products--Case studies.

New products.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2023.

Summary:

This case study analyzes consumer co-creation with a retro brand. Specifically, this study focuses on the activities developed by Fiat Automobiles (currently part of Stellantis) to engage consumers in value co-creation for the launch of a new product, the new Fiat 500 (a retro brand). This marketing activity is a rare case of effective consumer co-creation with a retro brand. The case study illustrates the tactics and marketing activities used by Fiat Automobiles to engage consumers in various co-creation activities, including co-meaning, co-design, co-promotion, and co-pricing. The case study builds a picture of how a company co-creates value with their consumers for the relaunching of a retro brand. Students will be asked to analyze the company's marketing tactics used to co-create value with their customers online.

Notes:

Description based on: online resource; title from PDF information screen (Worldcat, viewed May 1, 2023).

ISBN:

1-5296-1726-X

9781529617269

OCLC:

1362532851