Co-creating Value through Car Experience Trips: An Exploratory Study of the International Car Industry
Hartley, Stephanie (2011) Co-creating Value through Car Experience Trips: An Exploratory Study of the International Car Industry. [Dissertation (University of Nottingham only)] (Unpublished)
In the light of economic recession, car brands (marques) and dealerships are using experience trips and events in order to maintain sales momentum, due to many luxury purchases being placed on hold by individuals concerned about their finances. Building on existing experiential marketing theory and pulling together underlying theories of Service-Dominant Logic and the co-creation of value, this exploratory paper assesses how experience trips and events are used in the car industry in order to co-create value.
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