Networks marketing: the impact of co-development on commitment

• Carmen Echebarría ^[1] ; José M. Barrutia ^[1]
  1. [1] UPV/EHU
• Localización: XXII Congreso Nacional de Marketing: Oviedo, del 22 al 24 septiembre de 2010 / Asociación Española de Marketing (aut.), 2010, ISBN 978-84-7356-711-4, pág. 249
• Idioma: inglés
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• Resumen

  • This research contributes a new view of Policy Networks (PN) management. The research object is a successful PN practice in the Basque Country (BC) over an 8- year period, in relation to Local Agenda 21 (LA21) promotion. The Basque experience is studied using a qualitative and a quantitative approach. PNs are viewed as marketing-driven collective intelligence systems built to have an effect on municipality commitment to LA21 (in terms of value, satisfaction and loyalty). The research concludes that by fostering the co-development ‘genome’ (a mix of codecision, co-creation, love, glory and money ‘genes’) a commitment to the new tool is achieved.