Guía Docente
Guía docente para el curso 2014 - 2015
61619 -- Nuevos enfoques en el estudio del marketing estratégico (C.I.M.)
Curso:
1
Semestre:
1
Créditos:
4.0
Universidad de Zaragoza
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Presentación metodológica general

El proceso de aprendizaje que se ha diseñado para esta asignatura se basa en lo siguiente:

Actividades de aprendizaje programadas (Se incluye programa)

El programa que se ofrece al estudiante para ayudarle a lograr los resultados previstos comprende las siguientes actividades...

1

1. Estrategias de marketing con causa.

2. La orientación al mercado en el diseño de la estrategia de marketing.

3. La estrategia de la empresa desde la perspectiva del marketing relacional.

4. El comportamiento de los usuarios frente al empleo de las nuevas tecnologías.

5. La relación entre la estrategia y el resultado empresarial.

6. La gestión de las relaciones comerciales en entornos interactivos.

7. La gestión de la confianza como elemento de marketing estratégico para el comercio en internet.

8. Análisis de los modelos de percepción de calidad y sus consecuencias en el estudio del marketing agroalimentario

9. Redes sociales y su importancia desde la perspectiva del marketing estratégico.

 

Planificación y calendario

Calendario de sesiones presenciales y presentación de trabajos

La asignatura tiene asignado 4 ECTS los cuales se reparten de la siguiente manera:

  • 1,6 ECTS (40 horas para el estudiante) en actividad presencial: Repartidas en 10 sesiones teóricas que combinan la clase magistral con la realización de debates con los alumnos; 9 sesiones prácticas en las que los alumnos exponen y defienden al menos dos lecturas de investigación de entre las propuestas por el profesor; y una última sesión práctica que se dedicará a la exposición y defensa de los trabajos obligatorios por parte de cada alumno. Cada sesión tendrá una duración aproximada de 2 horas.
  • 2,4 ECTS (60 horas para el estudiante) en actividad no presencial: Incluye las horas que debe dedicar el alumno a estudio personal y preparación de lecturas y trabajo.

Bibliografía

LA EVOLUCION EXPERIMENTADA POR EL MARKETING EN LA ORGANIZACIÓN. ESTRATEGIAS DE MARKETING CON CAUSA

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LA ORIENTACIÓN AL MERCADO EN EL DISEÑO DE LA ESTRATEGIA

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- Farrely, F. y Quester, P. (2003): “The Effect of Market Orientation on Trust and Commitment”, European Journal of Marketing, Vol. 37, No. 3/4, pp. 530-553.
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- Flavián, C. y Lozano, F.J. (2006). “Organisational antecedents of market orientation in the public university system”. The International Journal of Public Sector Management, Vol 19 nº 5 pp. 447 -467.
- Flavián, C. y Lozano, F.J. (2007). “Influencias ambientales en la relación orientación al mercado - resultados del profesorado de marketing en la Universidad española”. Cuadernos de Economía y Dirección de la Empresa, Vol 32 pp. 49-79.
- Flavián, C. y Lozano, F.J. (2007). “Market Orientation of Spanish Public Universities: A Suitable Response to the Growing Competition”. Journal of Marketing for Higher Education, Vol 17 nº 1 pp. 91-116.
- Flavián, C. y Lozano, J. (2004). “Influencia de la actitud orientada al mercado del profesorado universitario sobre su comportamiento”. Revista Europea de Dirección y Economía de la Empresa. Publicación prevista en 2004.
- Flavián, C. y Lozano, J. (2004). “Influencia de los moderadores ambientales en la relación entre orientación al entorno y resultado. Un análisis con regresiones moderadas en el ámbito educativo”. Revista Española de Investigación de Marketing, 8 (1), pp. 123-153. 2004.
- Ganesan, S. (1994): “Determinants od Long-term Orientation in Buyer-Seller Relationship”, Journal of Marketing, Vol. 58 (Abril), pp. 1-19.
- Jaworski, B.J y Kohli, A.K. (1996). “Market Orientation: review, Refinement, and Roadmap”, Journal of Market focused Management, 1, pp. 119-135.
- Jaworski, B.J. y A. Kohli (1993): "Market Orientation: Antecedents and Consequences". Journal of Marketing, vol. 57, julio, pp. 53-70.
- Kohli, A.K. y B.J. Jaworski (1990): "Market Orientation: the Construct, Reserach, Propositions and Managerial Implications". Journal of Marketing, vol. 54, abril, pp. 1-18.
- MATSUNO, K., MENTZER, J.T. y ÖZSOMER (2002): “The Effects of Entrepreneurial Proclivity and Market Orientation on Business Performance”, Journal of Marketing, 66 (July), pp. 18-32.
- Morgan, R.E. y Strong, C.A. (1998). “Market orientation and dimensions of strategic orientation”, European Journal of Marketing, 32 (11/12), pp. 1051-1073.
- Narver, J.C. y S.F. Slater (1990): "The Effects of a Market Orientation on Business Profitability". Journal of Marketing, vol. 54, octubre, pp. 20-35.
- Sanzo, M.J.; Santos, M.L.; Vázquez, R. y Álvarez, L.I. (2003): “The Effect of Market Orientation on Buyer-Seller Relationship Satisfaction”, Industrial Marketing Management, Vol. 32, No. 4, pp. 327-345.
- SLATER, S.F. (2001): “Market orientation at the beginning of a new millenium”, Managing Service Quality, 11, nº 4, pp. 230-233.
- SLATER, S.F. y NARVER, J.C. (1994): “Does Competitive Environment Moderate the Market Orientation Performance Relationship?”, Journal of Marketing, vol. 58 (January), pp. 46-55.
- Slater, S.F. y Narver, J.C. (1998). “Customer-led and market-oriented: let’s not confuse the two”, Strategic Management Journal, 19, pp. 1001-1006.
- Touminen, M., Möller, K. y Antilla, M. (1999). “Marketing capability of market oriented organizations”, 28th EMAC conference, Berlín.

LA ESTRATEGIA DE LA EMPRESA DESDE LA PERSPECTIVA DEL MARKETING RELACIONAL

- Dibb, S. y Meadows, M. (2001). “The application of a relationship marketing perspective in retail banking”, Service Industries Journal, Vol. 21 Iss. 1, enero, p 169

- Doney, P. and Cannon, J. (1997). “An Examination of the Nature of trust in the Buyer-Seller Relationship”, Journal of Marketing, 61, pp. 35-51.

- Dwyer, F.R., Schurr, P.H. and Oh, S. (1987). “Developing Buyer-seller Relationships”, Journal of Marketing, 52 (April), pp. 11-27.

- Evanschitzky, H., Gopalkrishnan, R.I., Plassmann, H., Niessing, J. and Meffert, H. (2006). “The relative strength of affective commitment in securing loyalty in service relationships”, Journal of Business Research, 59, pp. 1207-1213.

- Morgan, R.M. y Hunt, S.D. (1994). “The Commitment-trust Theory of Relationship Marketing”, Journal of Marketing, 58, julio, pp. 20-38.

- Ribes, A. (1997). “Marketing de relación o la transformación de la función de marketing”, Harvard-Deusto Business Review, julio-agosto, pp. 32-41.

- Roberts K.; Varki S.; Brodie R. (2003): “Measuring the Quality of Relationships in Consumer Services: an Empirical Study”, European Journal of Marketing, Vol. 37, No. 1/2, pp. 169-196.

- Sirdeshmukh, D.; Singh, J. y Sabol, B. (2002): “Consumer Trust, Value, and Loyalty in Relational Exchanges”, Journal of Marketing, Vol. 66 (Enero), pp. 15-37.

- Vázquez, R.; Iglesias, V., Díaz, A.M. y Del Río, A.B. (2002): “Calidad y satisfacción en mercados industriales: influencia de las relaciones entre proveedor y comprador”, Revista Europea de Dirección y Economía de la Empresa, 11 (2), pp. 23-48.

- Wong, A. y Sohal, A.S. (2002): “An examination of the relationship between trust, commitment and relationship quality”, International Journal of Retail & Distribution Management, Vol. 30, pp. 34-50.

EL COMPORTAMIENTO DE LOS USUARIOS FRENTE AL EMPLEO DE LAS NUEVAS TECNOLOGÍAS

- Ajzen, I. (1991). “The theory of planned behavior”, Organizational behavior and human decision process, 50, pp. 179-211.

- Davis, F. (1989). “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”, MIS Quarterly, 13 (3), pp. 319-340.

- Davis, F.D., Bagozzi, R.P., y Warshaw, P.R.. (1989). “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models”, Management Science, 35 (8), pp. 982-1003.

- Dolen, W.M. van, Dhabolkar, P.A. y De Ruyter, K. (2007). “Satisfaction with Online Commercial Group Chat: The Influence of Perceived Technology Attributes, Chat Group Characteristics, and Advisor Communication Style”, Journal of Retailing, 83 (3), pp. 339-358.

- Hsu, M.H. y Chiu, (2004). “Predicting electronic service continuance with a decomposed theory of planned behaviour”, Behaviour and Information Technology, 23 (5), pp. 359–373.

- Keating, B., Rugimbana, R., y Quazi, A. (2003). “Differentiating between service quality and relationship quality in cyberspace”, Managing Service Quality, 13 (3), pp. 217–232.

- Oliver, R. (1980). “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions”, Journal of Marketing Research, 14, pp. 495-507.

- Oliver, R.L. (1999). “Whence customer loyalty”, Journal of Marketing, 63, pp. 33–44.

LA RELACIÓN ENTRE LA ESTRATEGIA Y EL RESULTADO EMPRESARIAL

- Avlonitis, G.J. y Gounaris, S.P. (1997). “Marketing Orientation and Company Performance”. Industrial Marketing Management, Vol 26, pp. 385-402.

- Eric M. Olson, Stanley F. Slater, & G. Tomas M. Hult (2005). “The Performance Implications of Fit Among Business Strategy, Marketing Organization Structure, and Strategic Behavior”, Journal of Marketing, Vol. 69 (July 2005), 49–65

- Greenley, G.E., y Oktemgil, M. (1998). “A comparison of Slack Resources in High and Low Performing British Companies”, Journal of Management Studies, 35, 377-398.

- Han, J.K., Kim, N. y Srivastava, R.K. (1998). “Market Orientation and Organizational Performance: Is Innovation a Missing Link”, Journal of Marketing, 62, octubre, pp. 30-45.

- Llonch, J. y Waliño, S. (1996). “Efectos de la orientación al mercado en los resultados de la empresa”, Esic Market, Enero-Marzo, pp. 9-39.

- Mehra, A. (1996). “Resource and Market Based Determinants of Performance in the U.S. Banking Industry”, Strategic Management Journal, 17, pp. 307-322.

- Morgan, R.E., Turnell, C.R. y Strong, C.A. (1999). “Market-Based organisational learning and business performance”, 28th EMAC conference, Berlín.

- Slater, S.F. y J.C. Narver (1994): "Does Competitive Enviroment Moderate the Market orientation-Performance Relationship?". Journal of Marketing, vol. 58, enero, pp. 46-55.

LA GESTIÓN DE LAS RELACIONES COMERCIALES EN ENTORNOS INTERACTIVOS

- Baack, Daniel W. and Nitish Singh (2007) Culture and Web Communications, Journal of Business Research, 60 (3), 181-88.

- Balabanis, George, Nina Reynolds, and Antonis Simintiras (2006) Bases of E-Store Loyalty: Perceived Switching Barriers and Satisfaction, Journal of Business Research, 59 (2), 214-24.

- Buellingen, Franz and Martin Woerter (2004) Development Perspectives, Firm Strategies and Applications in Mobile Commerce, Journal of Business Research, 57 (12), 1402-08.

- Chan, Tat Y., Vrinda Kadiyali, and Young-Hoon Park (2007) Willingness to Pay and Competition in Online Auctions, Journal of Marketing Research, 44 (2), 324-33.

- Harris, Katherine E., Dhruv Grewal, Lois A. Mohr, Kenneth L Bernhardt (2006) Consumer Responses to Service Recovery Strategies: The Moderating Role of Online Versus Offline Environment, Journal of Business Research, 59 (4), 425-31.

- Hollis, Nigel (2005), Ten Years of Learning on How Online Advertising Builds Brands, Journal of Advertising Research, 45 (2), 255-68.

- Hsieh, Yi-Ching, Hung-Chang Chiu, and Mei-Yi Chiang (2005) mMaintaining a Committed Online Customer: A Study across Search-Experience-Credence Products, Journal of Retailing, 81 (1), 75-82.

- Hsieh, Yi-Ching; Chiu, Hung-Chang; Chiang, Mei-Yi (2005) Maintaining a committed online customer: A study across search-experience-credence products, Journal of Retailing, Volume 81, Issue 1, 2005, Pages 75-82

- Hunter, Gary K. and William D. Perreault, Jr. (2007) Making Sales Technology Effective," Journal of Marketing, 71 (1), 16-34.

- Jelassi, Tawfik and Albrecht Enders (2005) Strategies for E-Business. Upper Saddle River, NJ: Pearson Prentice Hall.

- Linsdstrand, A.; Johanson; Sharma, Dharma (2006). Managing Customer Relationships on the Internet. Elsevier.

- Venkatesan, Rajkumar, V. Kumar, and Nalini Ravishankar (2007) Multichannel Shopping: Causes and Consequences, Journal of Marketing, 71 (2), 114-32.

- Verhoef, Peter C. ;Neslin, Scott A.; Vroomen, Björn (2007) Multichannel customer management: Understanding the research-shopper phenomenon, International Journal of Research in Marketing, Volume 24 (2) pp, 129-148.

- Wang, Liz C., Julie Baker, Judy A. Wagner, and Kirk Wakefield (2007) "an a Retail Web Site Be Social?, Journal of Marketing, 71 (3), 143-57.

LA GESTIÓN DE LA CONFIANZA COMO ELEMENTO DE MARKETING ESTRATÉGICO PARA EL COMERCIO EN INTERNET

- Cheung CMK., Lee MKO. (2001) Trust in Internet Shopping, Instrument Development and Validation through Classical and Modern Approaches. Journal of Global Information Management, 9 (39): 23-35.

- Corritore CL., Kracher B., Wiedenbeck S. (2003) On-Line Trust: Concepts. Evolving Themes. a Model. International Journal of Human-Computer Studies, 58 (6): 737-758.

- France Bélanger, Lemuria Carter (2008) Trust and risk in e-government adoption, The Journal of Strategic Information Systems, Volume 17(2), June 2008, 165-176. ç

- Gefen, David; Straub, Detmar W. (2004) Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services Omega, Volume 32(6), December 2004, 407-424.

- Hoffman, Donna L., Thomas P. Novak, and Marcos A. Peralta (1999) Building Consumer Trust Online, Communications of the ACM, 42 (4), 80-85.

- Jarvenpaa S., Tractinsky N., Vitale M. (2000) Consumer trust in an Internet Store. Information Technology and Management, 1 (1/2), pp. 45-71.

- Kim, Dan J.; Ferrin, Donald L.; Rao, H. Raghav (2008) A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents, Decision Support Systems, Volume 44(2), January 2008, 544-564.

- Kolsaker A., Payne C. (2002) Engendering Trust in e-Commerce: A Study of Gender-based Concerns. Marketing Intelligence and Planning, 20 (4): 206-214.

- Mukherjee A., Nath P. (2003) A Model of Trust in Online Relationship Banking. The International Journal of Bank Marketing, 21 (1): 5-15.

- Roy M., Dewit O., Aubert B. (2001) The Impact of Interface Usability on Trust in Web Retailers. Internet Research: Electronic Networking Applications and Policy, 11 (5): 388-398.

- Wang, Ye Diana; Emurian, Henry H. (2005) An overview of online trust: Concepts, elements, and implications, Computers in Human Behavior, Volume 21,(1), January 2005, 105-125

ANÁLISIS DE LOS MODELOS DE PERCEPCIÓN DE CALIDAD Y SUS CONSECUENCIAS EN EL ESTUDIO DEL MARKETING AGROALIMENTARIO

BELLO, L., and CALVO, D. (2000). “The Importance of Intrinsic and Extrinsic Cues to Expected and Experienced Quality: An Empirical Application for Beef”, Food Quality and Preference, Vol. 11, No. 3, pp. 229-238.

BERNUÉS, A., OLAIZOLA, A. and CORCORAN, K. (2003). “Extrinsic attributes of red meat as indicators of quality in Europe: an application for market segmentation”, Food Quality and Preference, Vol.14, pp. 265-276.

Chang, R.C.Y.; Kivela, J. Y Mak, A.H.N. (2010). “Food preferences of Chinese tourists”, Annals of Tourism Research, Vol. 34, nº 4, pp. 989-1011.

CHARTERS, S. and PETTIGREW, S. (2006). “Product Involvement and the Evaluation of Wine Quality”, Qualitative Market Research, Vol. 9, nº 2, pp. 181-193.

FOTOPOULOS, C. and KRYSTALLIS, A. (2003). “Quality Labels as a Marketing Advantage: The Case of the “PDO Zagora” Apples in the Greek Market” European Journal of Marketing, Vol. 37, No. 10, pp. 1350-1374.

Hui, T.; Wan, D. Y Ho, A. (2007). “Tourists' satisfaction, recommendation and revisiting Singapore”, Tourism Management, Vol. 28, nº 4, pp. 965-975.

Ignatov, E., Y Smith, S. (2006). “Segmenting Canadian culinary tourists”, Current Issues in Tourism, Vol. 9, nº 3, pp. 235-255.

Kim, Y.G.; Suh, B.W. Y Eves, A. (2010). “The relationships between food-related personality traits, satisfaction, and loyalty among visitors attending food events and festivals”, International Journal of Hospitality Management, Vol. 29, pp. 216-226.

Kim, Y.H.; Goh, B.K. Y Yuan, J.J. (2010). “Development of a Multi-Dimensional Scale for Measuring Food Tourist Motivations”, Journal of Quality Assurance in Hospitality & Tourism, Vol. 11, nº 71, pp. 56.

McBoyle, G. Y McBoyle, E. (2008). “Distillery Marketing and the Visitor Experience: A Case Study of Scottish Malt Whisky Distilleries”, International Journal of Tourism Research, Vol. 10, pp. 71-80.

OLSEN, S.O. (2002). “The Comparative Evaluation and the relationship between Quality, Satisfaction, and Repurchase Loyalty”, Journal of the Academy of Marketing Science, Vol. 30, No. 3, pp. 240-249.

Royo-Vela, M. (2009). “Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement”, Tourism Management, Vol. 30, pp. 419-428.

SANZO, M.J., DEL RÍO, A.B., IGLESIAS, V. and VÁZQUEZ, R. (2003). “Attitude and satisfaction in a traditional food product”, British Food Journal, Vol. 105, nº 11, pp. 771-790.

Smith, S. Y Costello, C. (2009). “Culinary tourism: Satisfaction with a culinary event utilizing importance-performance grid analysis”, Journal of Vacation Marketing, Vol. 15, nº 2, pp. 99.

Thompson, M. Y Prideaux, B. (2009). "Developing a food and wine segmentation and classifying destinations on the basis of their food and wine sectors", Advances in hospitality and leisure, Vol. 5, pp. 163-183.

VAN ITTERSUMM, K., CANDEL, M. and MEULENBERG, M. (2003). “The Influence of the Image of a Product´s Region of Origin on Product Evaluation”, Journal of Business Research, Vol. 56, nº 3, pp. 215-226.

REDES SOCIALES Y SU IMPORTANCIA DESDE LA PERSPECTIVA DEL MARKETING ESTRATÉGICO

- Algesheimer. R., Dholakia, U.M. and Herrmann, A. (2005). “The Social influence of Brand Communities: Evidence from European Car Clubs”, Journal of Marketing, 59 (3), pp. 19-34.

- Andersen, P.H. (2005). “Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast”, Industrial Marketing Management, 34, pp. 39-51.

- Bagozzi, R.P. and Dholakia, U.M. (2006). “Open Source Software User Communities: A Study of participation in Linux User Groups”, Management Science, 52 (7), pp. 1099-1115.

- Dholakia, U.M., Bagozzi, R.P. and Pearo, L.K. (2004). “A social influence model of consumer participation in network- and small-group-based virtual communities”, International Journal of Research in Marketing, 21, pp. 241-263.

- Hagel, J. III and Armstrong, A.G. (1997). Net Gain: Expanding Markets through Virtual Communities. Boston, MA: Harvard Business School Press.

- Kozinets, R.V. (2002). “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities”, Journal of Marketing Research, 39 (1), pp. 61-72.

- McAlexander, J.H., Schouten, J.W. and Koening, H.F. (2002). “Building Brand Community”, Journal of Marketing, 66 (1), pp. 38-54.

- Muñiz, A. and O´Guinn, T.C. (2001). “Brand Communities”, Journal of consumer research, 27, pp. 412-432.

- Rheingold, H. (1993). The Virtual Community: Homestanding on the Electronic Frontier. New York: Addison-Wesley.

- Ridings, C.M., Gefen, D. and Arinze, B. (2002). “Some antecedents and effects of trust in virtual communities”, Journal of Strategic Information Systems, 11, pp. 271-295.

- Teo, H.H., Chan, H.C., Wel, K.K. and Zhang, Z. (2003). “Evaluating information accessibility and community adaptivity features for sustaining virtual learning communities”, International Journal of Human-Computer Studies, 59, pp. 671–697.

- Vermeulen, I.E. and Seegers, D. (2009). “Tried and tested: The impact of online hotel reviews on consumer consideration”, Tourism Management, 30, pp. 123-127.

- Wasko, M. and Faraj, S. (2005). “Why should I share? Examining social capital and knowledge contribution in electronic networks of practice”, MIS Quarterly, 29 (1), pp. 35-57.

- Wiertz, C. and De Ruyter, K. (2007). “Beyond the Call of Duty: Why Consumers Contribute to Firm-hosted Commercial Online Communities”, Organization Studies, 28 (3), pp. 347-376.

Bibliografia

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