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Playing the infinite game: marketing in the post-industrial economy

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As traditional paradigms crack under pressure in the post-industrial economy, concepts about producer/customer relationships are taking centre stage. This paper uses the metaphor of an infinite game to richly and succinctly describe the interdependent relationship in the value co-creation paradigm. The paper explores implications stemming from shared power, a proposed ethos for academia and industry, and a further discussion. The authors also analyse the use of metaphor as a tool for richer understanding of new ideas.
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Keywords: BRAND COMMUNITIES; CONSUMER CULTURE THEORY; METAPHOR; SERVICE-DOMINANT LOGIC; VALUE CO-CREATION

Document Type: Research Article

Publication date: 2010-12-01

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