Re-thinking the Company
This movie discusses the role of the company in the new world of tribalism, where people value things (brand, product, service, experience) for their ability to link them to others. Traditional marketing places an emphasis on company/consumer relationships (a top-down approach). We suggest that companies switch focus to support consumer/consumer relationships (a down-up approach).
Maffesoli, M. (1988) The Time of the Tribes
Cova, B and Cova V. (2001). Tribal aspects of postmodern consumption research, Journal of Consumer Behavior
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How well has your company adapted to the new world of tribalism?