| dc.contributor.author | Fagerstrøm, Asle | |
| dc.contributor.author | Bendheim, Liv Marie | |
| dc.contributor.author | Sigurdsson, Valdimar | |
| dc.contributor.author | Foxall, Gordon R. | |
| dc.contributor.author | Pawar, Sanchit | |
| dc.date.accessioned | 2019-08-24T14:22:36Z | |
| dc.date.accessioned | 2019-09-23T11:04:55Z | |
| dc.date.available | 2019-08-24T14:22:36Z | |
| dc.date.available | 2019-09-23T11:04:55Z | |
| dc.date.issued | 2019-07-25 | |
| dc.identifier.citation | Fagerstrøm, Bendheim, Sigurdsson, Foxall, Pawar. The marketing firm and co‐creation: The case of co‐creation by LEGO. Managerial and Decision Economics. 2019 | en |
| dc.identifier.issn | 0143-6570 | |
| dc.identifier.issn | 0143-6570 | |
| dc.identifier.issn | 1099-1468 | |
| dc.identifier.uri | https://hdl.handle.net/10642/7560 | |
| dc.description.abstract | 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. | en |
| dc.publisher | Wiley | en |
| dc.relation.ispartofseries | Managerial and Decision Economics;Volume 41, Issue 2, Special Issue: The Marketing Firm: Recent Theoretical and Empirical Developments March 2020 | |
| dc.rights | This is the peer reviewed version of the following article: Fagerstrøm, A, Bendheim, LM, Sigurdsson, V, Foxall, GR, Pawar, S. The marketing firm and co‐creation: The case of co‐creation by LEGO. Manage Decis Econ. 2020; 41: 226– 233. https://doi.org/10.1002/mde.3077, which has been published in final form at https://onlinelibrary.wiley.com/doi/full/10.1002/mde.3077. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. | en |
| dc.subject | Marketing | en |
| dc.subject | Firms | en |
| dc.subject | Behaviors | en |
| dc.subject | Analyses | en |
| dc.subject | Bilateral contingencies | en |
| dc.subject | Interactions | en |
| dc.title | The marketing firm and co‐creation: The case of co‐creation by LEGO | en |
| dc.type | Journal article | en |
| dc.type | Peer reviewed | en |
| dc.date.updated | 2019-08-24T14:22:36Z | |
| dc.description.version | acceptedVersion | en |
| dc.identifier.doi | https://dx.doi.org/10.1002/mde.3077 | |
| dc.identifier.cristin | 1715879 | |
| dc.source.journal | Managerial and Decision Economics | |
