It is possible to identify a number of antecedents for both the customer and the firm to participate in co-creation through knowledge sharing. These are, firstly from the customer’s point of view:
I have now started reading Culture Jam by Kalle Lasn, of Adbusters fame. As is customary of someone like myself with a muddled and cluttered "mental environment" as Lasn describes it, I have only managed to get about 20 pages done in the past few days. Nevertheless this is riveting stuff, and I only wish I had discovered it earlier...
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