The marketing firm and co-creation: An empirical study of marketer and customer's co-creation process |
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| Authors: | Asle Fagerstrøm Liv Marie Bendheim Valdimar Sigurdsson Sanchit Pawar Gordon R Foxall |
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| Institution: | 1. Department of Technology, Kristiania University College, Oslo, Norway;2. Department of Behavioural Science, Oslo Metropolitan University, Oslo, Norway;3. School of Business, Reykjavik University, Reykjavik, Iceland;4. School of Business, Reykjavik University, Reykjavik, Iceland
Cardiff Business School, University of Cardiff, Cardiff, UK |
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| 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. |
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