Overview
This chapter discusses social steering strategy emphasizing various approaches of consumer engagement. The PMA has been explained in the context of experience sharing and cocreation of marketing strategies by engaging customers. The chapter argues that action research and community problem-solving through interactive communication, experience and ideas sharing, and exploring collective decisions help firms in strengthening consumer outreach, satisfaction, and loyalty. Therefore, the PMA serves as a collective approach to communicate, cocreate, and coevolve the customer-centric firms with stakeholders to address PNS factors collectively (Chambers 1994). Participatory business appraisal has been discussed ...
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