Networks marketingthe impact of co-development on commitment

  1. Carmen Echebarría 1
  2. José M. Barrutia 1
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

Libro:
XXII Congreso Nacional de Marketing: Oviedo, del 22 al 24 septiembre de 2010

Editorial: ESIC Editorial

ISBN: 978-84-7356-711-4

Año de publicación: 2010

Páginas: 249

Tipo: Capítulo de Libro

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Resumen

This research contributes a new view of Policy Networks (PN) management. The research object is a successful PN practice in the Basque Country (BC) over an 8- year period, in relation to Local Agenda 21 (LA21) promotion. The Basque experience is studied using a qualitative and a quantitative approach. PNs are viewed as marketing-driven collective intelligence systems built to have an effect on municipality commitment to LA21 (in terms of value, satisfaction and loyalty). The research concludes that by fostering the co-development ‘genome’ (a mix of codecision, co-creation, love, glory and money ‘genes’) a commitment to the new tool is achieved.

Fuente de los datos: Dialnet