Browsing HV - Institutt for atferdsvitenskap by Subject "Interactions"
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The marketing firm and co‐creation: The case of co‐creation by LEGO
(Managerial and Decision Economics;Volume 41, Issue 2, Special Issue: The Marketing Firm: Recent Theoretical and Empirical Developments March 2020, Journal article; Peer reviewed, 2019-07-25)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' ...