Contributors
We have directly asked leading professors and professionals to comments on our thoughts.
Hopefully these comments and discussions will help us and other interested to gain new knowledge re subcultures and their influence on the brand meaning.
These are: C.K. Prahalad, David A. Aaker, Alex Wipperfürth, Stephen Vargo, Grant McCracken, Jean NoëlKapferer, Chris Lawer, Renée Mauborgne, Venkatram Ramaswamy and David Polinchock.
We are looking forward reading and discussing your thoughts!
Best Regards,
Casper & Christian
Hopefully these comments and discussions will help us and other interested to gain new knowledge re subcultures and their influence on the brand meaning.
These are: C.K. Prahalad, David A. Aaker, Alex Wipperfürth, Stephen Vargo, Grant McCracken, Jean NoëlKapferer, Chris Lawer, Renée Mauborgne, Venkatram Ramaswamy and David Polinchock.
We are looking forward reading and discussing your thoughts!
Best Regards,
Casper & Christian
posted by Christian Meldgaard at 3:48 AM
2 Comments:
dear caspar and christian,
Making contact with a subculture might be a useful way of learning what it and a larger, later adopter, group cares about. It may even be early warning of a coming trend. Making contact with a subculture to aid in the process of product development can also be a good idea. But using a subculture to promote a product rarely works well, unless of course the subculture is "all about" the product in question, as in the Harley Davidson case. But even here as Susan Fournier has pointed out, there are other problems. Hope this helps. Best, Grant
Dear Grant,
Thank you very much for your comment! We are trying to combine the subculture with the Culturally Constituted World layer in your model. This addition will be published later on, but the idea is that we define subcultures as co-creaters of the fashion system.
Best, Casper & Christian
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