JOURNAL ARTICLE

How Your Business Should Tap into the Creator Economy.

  • Published In: Harvard Business Review Digital Articles, 2024. P. 1 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Karp, Rebecca; Fu, Carolyn; Friis, Simon 3 of 3

Abstract

The article discusses the impact of content creators, or influencers, on established businesses in the consumer goods and services industries. It highlights how creators are driving demand for specialized products and services, accelerating product life cycles, and changing customer preferences. The article emphasizes the importance of recognizing the role of creators as change agents and suggests that companies need to rethink their strategies to stay competitive in this new environment. It also provides four strategies for companies to tap into the creator economy, including developing collaborative partnerships with creators and exploring new positions in the value chain. [Extracted from the article]

Additional Information

  • Source:Harvard Business Review Digital Articles. 2024/05, p1
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2024
  • Accession Number:177481165
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