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How to manage co-creation in a brand community while scaling it
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| 32.53 MB | Adobe PDF |
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Resumo(s)
Brand communities and surf parks represent the latest innovations in marketing and the surfing
industry, respectively. This work project analyzes the advantages of brand communities within
the specific context of surf parks offering a guideline on how to scale communities.
The approach encompasses a comprehensive review of relevant literature as well as primary
qualitative and quantitative research, providing insights into the benefits and pivotal aspects of
community building within the context of co-creation. These insights aim to support
SURFTOWN MUC, Europe’s largest surf park opening in 2024, in establishing its brand
community while leveraging its unique advantages as well as providing managerial guidelines
for other brands within the surf industry
Descrição
Palavras-chave
Scaling brand communities Benchmarking Co-Creation Brand management