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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
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Available from 2021-08-14 (562.2Kb)
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http://hdl.handle.net/11250/2611138
Utgivelsesdato
2019
Metadata
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Originalversjon
Managerial and decision economics. 2019   10.1002/mde.3076
Sammendrag
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 that utilitarian and informational reinforcing consequences from the marketer have a stronger impact on customers' co‐creation behavior relative to informational reinforcing consequences from other customers. Consequently, analyzing the impact of important reinforcing contingencies through the lens of bilateral contingencies expands our understanding of how and why co‐creation outcomes might occur. Also, a good co‐creation process may increase the business companies' research and intelligence and, as a consequence, strengthen their competitiveness.
 
The marketing firm and co‐creation: An empirical study of marketer and customer's co‐creation process
 
Utgiver
Wiley
Tidsskrift
Managerial and Decision Economics
Opphavsrett
Authors are permitted to self-archive the peer-reviewed (but not final) version of a contribution on the contributor's personal website, in the contributor's institutional repository or archive, subject to an embargo period of 24 months for social science and humanities (SSH) journals and 12 months for scientific, technical, and medical (STM) journals following publication of the final contribution.

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