The marketing firm and co-creation: The case of co-creation by LEGO

Asle Fagerstrøm*, Liv Marie Bendheim, Valdimar Sigurdsson, Gordon R. Foxall, Sanchit Pawar

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


This article discusses the marketer and customer co-creation process within the context of bilateral contingencies. Bilateral contingencies occur when the marketers' behavior is reinforced (and/or punished) by the customers' behavior, whereas the behavior of the customers is reinforced (and/or punished) by the marketers' actions. Using the example of the LEGO community, we discuss how the marketers in the organization can respond to behaviors resulting from co-creational customer–customer exchanges. This paper fills the knowledge gap by presenting a behavior analysis framework (theory of the marketing firm) for the empirical measurement of the co-creation process.

Original languageEnglish
Pages (from-to)226-233
Number of pages8
JournalManagerial and Decision Economics
Issue number2
Publication statusPublished - 1 Mar 2020

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© 2019 John Wiley & Sons, Ltd.


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