Co-Creating Your Brand With Young World Consumer-Entrepreneurs
Ivey Business Journal
The powerful combination of youth, technology, and rising consumerism across the globe is creating opportunities and challenges for companies looking for new customers. This article stresses the importance of markets with young populations and explores the phenomenon of wikibrands, or products, services, and brand identities co-created with customers. It ends with some caveats on wikibranding, including risk and uncertainty in young markets.
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