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What is Managing Logics for Consumer Transformation about?

This study explores how hybrid organizations can manage multiple logics to create transformative consumer experiences, focusing on Home4Creativity, which blends market, family, and community logics. The research identifies three strategies—substitution, alternation, and integration—that facilitate consumer self-transformation by redirecting attention and inviting identification. The findings contribute to understanding how hybrid organizations can leverage logic multiplicity to enhance value creation and co

Author

researchnurhidayahfahmi

Language

EN