Bonnemaizon, Audrey; Renaudin, Valérie; Cadenat, Sandrine - Université Paris-Dauphine (Paris IX) - 2011
Since a long time, companies have tried to involve the consumer in the production of service. These approaches are highly increasing and advocate a new view of consumers, not as passive receptacles for offerings but as true market partners. This participation is a relatively recent area of...