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dc.contributor.authorFagerstrøm, Asle
dc.contributor.authorBendheim, Liv Marie
dc.contributor.authorSigurdsson, Valdimar
dc.contributor.authorFoxall, Gordon R.
dc.contributor.authorPawar, Sanchit
dc.date.accessioned2019-08-27T09:21:29Z
dc.date.available2019-08-27T09:21:29Z
dc.date.created2019-08-14T12:53:53Z
dc.date.issued2019
dc.identifier.issn0143-6570
dc.identifier.urihttp://hdl.handle.net/11250/2611140
dc.description.abstractThis 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.nb_NO
dc.description.abstractThe marketing firm and co‐creation: The case of co‐creation by LEGOnb_NO
dc.language.isoengnb_NO
dc.publisherWileynb_NO
dc.titleThe marketing firm and co‐creation: The case of co‐creation by LEGOnb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.description.versionacceptedVersionnb_NO
dc.source.journalManagerial and Decision Economicsnb_NO
dc.identifier.doi10.1002/mde.3077
dc.identifier.cristin1715879
cristin.unitcode158,11,0,0
cristin.unitnameInstitutt for markedsføring
cristin.ispublishedtrue
cristin.qualitycode1


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