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The Wisdom of Consumer Crowds
Abstract
Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer...
Paper Details
Title
The Wisdom of Consumer Crowds
Published Date
Dec 1, 2008
Journal
Volume
28
Issue
4
Pages
339 - 354
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Notes
History