Tag: Professor Benedict Dellaert
Supporting consumers in the sharing economy
The sharing economy is transforming the traditional consumer journey, with firms like Airbnb, BlaBlaCar and Etsy empowering consumers to become producers themselves. In his research at Erasmus University Rotterdam, Professor Benedict Dellaert draws on household production theory to suggest new marketing strategies that can support consumers as co-producers in co-production networks. Aman walks into a shop and buys a loaf […]