What is Consumer Culture Theory (CCT)

The chapter aims at analyzing the more recent studies on co-creation considering both marketing and management literature, contextualizing them within the new scenario firms have to afford today. In doing this both market and consumer changes are studied. The chapter, after an introduction to the subject matter explaining why it is so important to focus on this unexplored management issue, presents a review on the three streams of literature used to build the framework, namely Consumer Culture Theory, Service-Dominant Logic and Value Co-creation. It then focuses on contrasting the different approaches regarding markets and consumers and studying their differences and common traits. The chapter ends with some limitations and hints to future research, as well as some theoretical and managerial implications presented in the concluding section.