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

Rannsóknarafurð: Framlag til fræðitímaritsGreinritrýni

2 Tilvitnanir (Scopus)

Útdráttur

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.

Upprunalegt tungumálEnska
Síður (frá-til)226-233
Síðufjöldi8
FræðitímaritManagerial and Decision Economics
Bindi41
Númer tölublaðs2
DOI
ÚtgáfustaðaÚtgefið - 1 mar. 2020

Athugasemd

Publisher Copyright:
© 2019 John Wiley & Sons, Ltd.

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