The Marketing Firm and Co-creation: An Empirical Study of Marketer and Customer’s Co-creation Process

Asle Fagerstrøm (), Liv Marie Bendheim, Valdimar Sigurdsson (), Sanchit Pawar () and Gordon R. Foxall ()
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Asle Fagerstrøm: Kristiania University of Applied Sciences
Liv Marie Bendheim: Oslo Metropolitan University
Valdimar Sigurdsson: Reykjavik University
Sanchit Pawar: Kristiania University of Applied Sciences
Gordon R. Foxall: Cardiff University

Chapter 5 in The Marketing Firm, Volume I, 2025, pp 143-165 from Springer

Abstract: Abstract This study empirically investigates the marketer and customer’s co-creation process within the context of the marketing firm. Based on principles from bilateral contingencies, findings from a conjoint study (n = 98) indicate that utilitarian and informational reinforcing consequences from the marketer have a stronger impact on customers’ co-creation behaviour relative to informational reinforcing consequences from other customers. Consequently, analysing the impact of important reinforcing contingencies through the lens of bilateral contingencies expands our understanding of how and why co-creation outcomes might occur. Also, a good co-creation process may increase the business companies’ research and intelligence, and, as a consequence, strengthen their competitiveness.

Keywords: Co-creation process; The marketing firm; Bilateral contingencies; Conjoint experiment (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-91595-6_5

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