Ertz, M., Durif, F., Arcand, M., «Towards a multilife marketing: How goods multiple lives practices create value for consumers», Journal of Promotion Management, 2018.
Ertz, M., Durif, F., Arcand, M., «Towards a multilife marketing: How goods multiple lives practices create value for consumers», Journal of Promotion Management, 2018.
Goods multiple lives practices (GMLPs) encompass a wide range of diverse practices that extend product lifecycles. We propose that it is through a holistic consideration of the concept that it is possible to understand its breadth and scope as well as its potential consequences in terms of increased value for consumers. Through 15 in-depth interviews and secondary data analysis, this study explores the value-creating potential of GMLPs for consumers. The results suggest that these practices are based upon three key dimensions to create perceived value for consumers: polymorphous exchanges, protean intermediation, and multichannel structuration.
https://doi.org/10.1080/10496491.2017.1408527
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