Login | Register

Managing Communities of Co-creation around Consumer Engagement Styles

Title:

Managing Communities of Co-creation around Consumer Engagement Styles

Martineau, Eric and Arsel, Zeynep (2017) Managing Communities of Co-creation around Consumer Engagement Styles. Journal of the Association for Consumer Research, 2 (2). pp. 179-195. ISSN 2378-1815

[img]
Preview
Text (application/pdf)
Managing Communities of Co-creation around Consumer Engagement Styles.pdf
1MB

Official URL: http://dx.doi.org/10.1086/691145

Abstract

How does co-creation create value for the firm and consumers, and how can firms manage co-creation communities more effectively? This article utilizes interview and online data collected from two firm-managed co-creation communities with differing span, trajectory, and success to understand how value is created for the firm and the consumers. We first establish four types of engagement styles based on how participants differ in their skill and community orientations. Then we describe how each group derives value from their co-creation activities and how these practices benefit the firm. Finally, we suggest guidelines to effectively manage these communities and address member needs and motives so that the firm can maximize value for all community stakeholders. Our work also provides insights on why some co-creation projects thrive and others do not.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Article
Refereed:Yes
Authors:Martineau, Eric and Arsel, Zeynep
Journal or Publication:Journal of the Association for Consumer Research
Date:2017
Funders:
  • Fonds de Recherche du Québec–Société et Culture
Digital Object Identifier (DOI):10.1086/691145
ID Code:982820
Deposited By: ZEYNEP ARSEL
Deposited On:30 Aug 2017 21:49
Last Modified:18 Jan 2018 17:55
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Downloads per month over past year

Research related to the current document (at the CORE website)
- Research related to the current document (at the CORE website)
Back to top Back to top