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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URI
http://hdl.handle.net/11250/2611138
Date
2019
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Original version
Managerial and decision economics. 2019   10.1002/mde.3076
Abstract
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
 
Publisher
Wiley
Journal
Managerial and Decision Economics
Copyright
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.