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The marketing firm and co‐creation: The case of co‐creation by LEGO

Fagerstrom, A, Bendheim, L M, Sigurdsson, V, Foxall, G ORCID: and Pawar, S 2020. The marketing firm and co‐creation: The case of co‐creation by LEGO. Managerial and Decision Economics 41 (2) , pp. 226-233. 10.1002/mde.3077

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This 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.

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 23:47

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