Is our memory called for in the development of new insights? If so, in what ways? In this article the author tries to connect the dots between penetration and memory - two thought processes that are normally treated alone.
In so doing, he demonstrates the connecting thread among the dots entails the 'making of significance', and the needle for weaving the connecting thread is the notion of co-creation. A better understanding of this, he contends, can deepen our knowledge about consumer behavior and improve research methods and promotion practice.
PUBLICATION DATE: January 01, 2011 PRODUCT #: ROT130-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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