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Notes
1 Der Begriff des „Prosumers“ beschreibt die verschwimmenden Grenzen zwischen Produzent und Konsument und zeigt auf, dass der Mensch zunehmend in die Wertschöpfung der Marke integriert wird (Toffler 1980, S. 16).
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Kindel, H., Kobbe, P.C., Mertens, A. et al. Erfordert die Sharing Economy neue Mechanismen der Markenführung?. Mark Rev St. Gallen 32, 54–63 (2015). https://doi.org/10.1007/s11621-015-0550-4
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DOI: https://doi.org/10.1007/s11621-015-0550-4