dc.description.abstract | Of particular interest in this research is, firstly, the investigation of how specialized
actors in co-producing networks coordinate with the purpose to perform a co-market
orientation, and, secondly, whether co-market orientation among the actors affects the
products offered in such networks. The use of collective action to explain co-market
orientation enables us to grasp the problem through using a well-established theory to
explain the questions in focus. Further, to investigate factors affecting collective
failure, theories regarding contractual arrangement and theories within sociological
economy, hereof social capital, are discussed. Finally, theory regarding specific
investments, such as creation of public good, and the concept of customer value, is
included. | en_US |