Competing by participation - A winning marketing tool

Nyiro, N., Csordás, T. and Horváth, D. (2011). Competing by participation - A winning marketing tool. CM Communication Management Quarterly, (21), 111-140.

Abstract: This article has attempted to show the diversity of concepts that circulate in the participatory cluster. The main strategy to structure the phenomenon of participation that is proposed in this article is to use an activity and output perspective, while furthermore differentiating it according to its audiences: users / consumers and firms. Overall, each notion captures one moment of the mutual value creation process. This richness of applied notions underlines the topical importance of the participation phenomenon, which in its current form identifies numerous relevant dimensions of participation for future research. I have initiated the submission of this article to the special issue among my colleagues. My contribution to the article was the systematic literature review of the notions as well as to develop the activity and output focused structure.