The marketing firm and co‐creation: The case of co‐creation by LEGO
Journal article, Peer reviewed
Accepted version
Date
2019-07-25Metadata
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Original version
Fagerstrøm, Bendheim, Sigurdsson, Foxall, Pawar. The marketing firm and co‐creation: The case of co‐creation by LEGO. Managerial and Decision Economics. 2019 https://dx.doi.org/10.1002/mde.3077Abstract
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.