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When Co-creation Becomes the Beating Heart of a Store: The Case of “Le Petit Bazar”

Author

Listed:
  • Elodie Jouny Rivier

    (ESSCA Research Lab - ESSCA - Ecole Supérieure des Sciences Commerciales d'Angers)

  • Julien Jouny-Rivier

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

According to the French Toy-Childcare Industries Federation, France spends over 3,277 billion euros in toys, thus making the country the second largest European consumer of toys (after the UK). Always more demanding about the quality and the origin of the products, customers are looking for original items compared to the standardized products of the specialized toy stores. In this context, how can retailers (and more particularly small shops) provide customers with more suitable products?

Suggested Citation

  • Elodie Jouny Rivier & Julien Jouny-Rivier, 2016. "When Co-creation Becomes the Beating Heart of a Store: The Case of “Le Petit Bazar”," Post-Print hal-01446177, HAL.
    • Handle: RePEc:hal:journl:hal-01446177
    as

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    Cited by:

    1. Bulina, A., 2013. "Information asymmetry on markets of cultural goods," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 2, July.

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