Perception of Marketing Executives on the Use of Co-Creation as a Tool to Break Paradigms in the Automobile Industry: Fiat Mio Case Study

Guido, Ana Lúcia Borella; Braga, Afonso Carlos; Casas, Alexandre Luzzi Las

doi:10.18374/jibe-13-1.3

JIBE

2013

DOI: 10.18374/jibe-13-1.3

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Perception of Marketing Executives on the Use of Co-Creation as a Tool to Break Paradigms in the Automobile Industry: Fiat Mio Case Study

Ana Lúcia Borella Guido¹,

Afonso Carlos Braga²,

Alexandre Luzzi Las Casas³

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Perception of Marketing Executives on the Use of Co-Creation as a Tool to Break Paradigms in the Automobile Industry: Fiat Mio Case Study

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