The Effects of the Value Co-Creation Process on the Consumer and the Company

Expert Journal of Marketing

Ricardo MARTÍNEZ CAÑAS¹  María Ángeles GARCÍA HARO¹  María Pilar MARTÍNEZ RUIZ¹ 

[1] University of Castilla-La Mancha, Spain;

关键词: co-creation;    open innovation;    competitive advantage;    social media;    consumer;    collaboration;    technology;    customization;   

DOI  :  

来源: DOAJ

【 摘 要 】

This article analyzes the concept of value co-creation, which has arisen due to the combination of various modern influences - including economic globalization, changes in consumers’ buying habits, and the emergence of the Internet and social media - that have changed the way companies innovate. These factors also have transformed the traditional marketing paradigm, such that companies must continually innovate to create and maintain long-term relationships with their consumers and thus competitive advantages. This study analyzes practices of co-creation and seeks to establish a theoretical research framework; the authors also identify the key effects and results of co-creation activities for both companies and consumers. By integrating situational and moderating variables, the proposed theoretical model covers multiple dimensions and offers a comprehensive approach to the topic.

【 授权许可】

Unknown