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The marketing firm and co‐creation: An empirical study of marketer and customer's co‐creation process
Author(s) -
Fagerstrøm Asle,
Bendheim Liv Marie,
Sigurdsson Valdimar,
Pawar Sanchit,
Foxall Gordon R.
Publication year - 2020
Publication title -
managerial and decision economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.288
H-Index - 51
eISSN - 1099-1468
pISSN - 0143-6570
DOI - 10.1002/mde.3076
Subject(s) - business , marketing , co creation , context (archaeology) , process (computing) , industrial organization , computer science , paleontology , biology , operating system
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.