The marketing firm and co‐creation: An empirical study of marketer and customer's co‐creation process. (14th August 2019)

• Record Type: Journal Article
• Authors: Fagerstrøm, Asle; Bendheim, Liv Marie; Sigurdsson, Valdimar; Pawar, Sanchit; Foxall, Gordon R.
• Other Names: Menon R. G. Vishnu guestEditor.
• Is Part Of: Managerial and decision economics. Volume 41:Number 2(2020)
• Page Start: 216
• Page End: 225
• Publication Date: 2019-08-14
• Subjects: Managerial economics -- Periodicals; Decision making -- Periodicals; Management -- Periodicals; 658.15
• DOI: 10.1002/mde.3076
• Languages: English
• ISSNs: 0143-6570

Abstract

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.