Browsing BI Open by Author "Sigurdsson, Valdimar"

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    • The marketing firm and co‐creation: An empirical study of marketer and customer's co‐creation process 

      Fagerstrøm, Asle; Bendheim, Liv Marie; Sigurdsson, Valdimar; Pawar, Sanchit; Foxall, Gordon R. (Journal article; Peer reviewed, 2019)
      This study empirically investigates the marketer and customer's co‐creation process within the context of the marketing firm. Based on principles from bilateral contingencies, findings from a conjoint study (n = 98) indicate ...

    • The marketing firm and co‐creation: The case of co‐creation by LEGO 

      Fagerstrøm, Asle; Bendheim, Liv Marie; Sigurdsson, Valdimar; Foxall, Gordon R.; Pawar, Sanchit (Journal article; Peer reviewed, 2019)
      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' ...