Abstract

The present work aims to understand the perceptions of managers regarding the presented changes, focusing on the possibility of control in brand management and openness to the co-creation process. To this end, applied, exploratory and qualitative research was carried out, through eight semi-structured interviews with professionals with managerial experience in brand/product management in fast-moving consumer goods companies and professionals with experience in the food industry. The results revealed that managers recognize the power of co-creation but demonstrate difficulties in putting into practice new organic brand management thinking. It was also noticed that the more openness given to co-creation, the less control the organization will have, but the greater the relevance for those involved, and the more interactions that occur, the greater the alignment with contemporary concepts of generating value for everyone, but the protection for organizations will be lower.

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