Purpose This study aims to address the existing gap in co-design frameworks by introducing the EMPOWER framework, a strength-based co-design methodological approach specifically designed to tackle the key empowerment challenges associated with co-designing alongside individuals experiencing...

Purpose We aim to understand what happens when larger social and cultural myths become the incarnate understanding of consumers within the firm. This paper uncovers the varied myths at play in one Finnish company’s status as an inadvertent cultural icon. Methodology/approach Through a...