The marketing firm and co‐creation: An empirical study of marketer and customer's co‐creation process

Fagerstrom, A, Sigurdsson, V, Menon, V, Larsen, N-M and Foxall, G ORCID: https://orcid.org/0000-0002-3572-6456 2020. The marketing firm and co‐creation: An empirical study of marketer and customer's co‐creation process. Managerial and Decision Economics 41 (2) , pp. 216-225. 10.1002/mde.3076

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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.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Wiley
ISSN:	0143-6570
Date of First Compliant Deposit:	29 July 2019
Date of Acceptance:	25 July 2019
Last Modified:	06 Nov 2023 20:04
URI:	https://orca.cardiff.ac.uk/id/eprint/124556

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