Opportunism in co-production: Implications for value co-creation

Burçak Ertimur and Alladi Venkatesh

Australasian marketing journal, 2010, vol. 18, issue 4, 256-263

Abstract: This paper examines opportunistic consumer behavior in the context of co-production. Specifically, we identify different types of opportunistic behaviors consumers engage in co-production, interrogate the conditions under which such behaviors may manifest themselves, and examine how they may affect co-creation of value. Theoretically, this paper contributes to the dialog on value co-creation in the context of service-dominant (S-D) logic, extends our understanding of the link between the concepts of co-production and co-creation, and provides a novel perspective on firm–consumer interactions by drawing a parallel to interfirm relationships. From a managerial perspective, our framework suggests relationship management strategies to foster cooperative relations with consumers and guard against opportunistic consumer behavior.

Keywords: Service-dominant (S-D) logic; Value creation; Opportunistic consumer behavior; Co-production; Co-creation of value (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:18:y:2010:i:4:p:256-263

DOI: 10.1016/j.ausmj.2010.07.004

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