Creative Consumers or Hackers?
SFU Business PhD candidate Colin Campbell, SFU business professors Leyland F. Pitt and Ian McCarthy, and Bentley University marketing professor Pierre R. Berthon received the best paper award on the Strategic Marketing track at the Australia and New Zealand Marketing Academy Conference held in New Zealand earlier this month.
Their paper, “Creative Consumers: Awareness, Attitude & Action,” was the subject of a Vancouver Sun article: “Hackers Can Do Good: ‘Creative consumers’ sometimes think of things software companies don’t“:
“Creative consumers are becoming a major force in the business world,” the authors wrote. ”They are adapting, modifying and creating.”