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Co-governance in the consumer engagement process: facilitating multi-beneficial value creation
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation.ORCID iD: 0000-0001-8220-6085
Uppsala Univ, Dept Business Studies, Uppsala, Sweden..
Uppsala Univ, Dept Business Studies, Uppsala, Sweden..
2016 (English)In: Journal of Strategic Marketing, ISSN 0965-254X, E-ISSN 1466-4488, Vol. 24, no 3-4, p. 327-345Article in journal (Refereed) Published
Abstract [en]

This paper explores how consumer engagement ( CE) in new media can become part of and support the everyday life of companies. Paradoxically, facilitating consumers' engagement in activities such as co-developing products also implies companies ceding control over their value proposition to consumers. Subsequently, this evokes the issue of management or self-management of the CE process, making it vital to address the challenges of governing the facilitation of value co-creation in service ecosystems. By contextualising how activities within, and the co-governance of, the CE process are manifested, this paper discusses if and how consumers' new media activities may offer multi-beneficial opportunities for value creation to both social and economic actors within a service ecosystem. The paper furthers the understanding of co-governance as a nexus, facilitating the CE process, which is essential for generating benefits for supplying companies, beyond traditional aspects of collaboration, monetary gains and loyal customers.

Place, publisher, year, edition, pages
2016. Vol. 24, no 3-4, p. 327-345
Keywords [en]
co-governance, consumer engagement, co-created value, multi-beneficial, online community, service ecosystem
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-34021DOI: 10.1080/0965254X.2015.1095221ISI: 000386929800011Scopus ID: 2-s2.0-84951268338OAI: oai:DiVA.org:mdh-34021DiVA, id: diva2:1051561
Available from: 2016-12-02 Created: 2016-12-02 Last updated: 2018-01-03Bibliographically approved

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Röndell, Jimmie

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