Empowered Involvement

Today, we can present a first Empowered Involvement research status. This working paper is based on the work I am currently doing for my Doctorate Dissertation, which I plan to publish by the middle of 2008. Briefly, this is what Empowered Involvement is about:

Stimulating positive word of mouth has become one of the key strategies for marketing success. Our research on Empowered Involvement suggests that a very targeted participatory approach to marketing may be a promising solution for this. And it supports the notion that a real paradigm shift in marketing from a communication approach to an interaction approach may become the hallmark of early 21st century marketing.

The working paper presents the conceptual thinking behind Empowered Involvement, and a first (early) empirical study. We are looking forward to any kind of feedback – the comments are open! The dissertation will add results from a second and more elaborate study, which will then present a complete picture of how Empowered Involvement works.

Download link for the Working Paper:
Empowered Involvement and Word of Mouth (PDF)