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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
Accepted version
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Available from 2021-08-13 (Locked)
URI
http://hdl.handle.net/11250/2611140
Date
2019
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  • Publikasjoner fra CRIStin - BI [630]
  • Scientific articles [1334]
Original version
10.1002/mde.3077
Abstract
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.
 
The marketing firm and co‐creation: The case of co‐creation by LEGO
 
Publisher
Wiley
Journal
Managerial and Decision Economics

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