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

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...

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Bibliographic Details
Main Author:	Filieri, Raffaele (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:	SAGE business cases.
Subjects:	Customer relations > Case studies. Marketing > Case studies. New products > Case studies. Marketing > Études de cas. Customer relations Marketing New products Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

Description
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.
Physical Description:	1 online resource : illustrations.
ISBN:	9781529617269 152961726X