Abstract
Purpose – The role of nostalgia in consumers’ lives and its application in the design of marketing strategies has been highlighted in prior research. However, the role of nostalgia as well as the consumers’ nostalgic inclination in the development of new products has not been investigated yet, either for existing products or new ones. Hence, the purpose of this paper is to underline and understand the collaborative process of value co-creation for both actors (companies and consumers) in the development of nostalgic new products. Design/methodology/approach – A double methodology was used through a netnographic study (which is inspired by ethnography) and semi-directed interviews. Concerning the netnographic approach, the data collection were conducted on both general and specialized social networks, web sites and forums. The semi-directed interviews were conducted among 12 individuals. The verbatim were analyzed through a content thematic analysis. The use of both methodologies helped to underline recurr...
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