Co-creating a wine: a dyadic approach to consumer experiential value and SME value creation

Karine Garcia, Philippe Aurier and Angélique Rodhain

International Journal of Entrepreneurship and Small Business, 2019, vol. 36, issue 3, 274-291

Abstract: Consumer and firm involvement in co-creation processes has been attracting scholarly attention. Nevertheless, few studies have focused on co-creation between customers and SMEs. We therefore investigated a single case of a wine collectively co-created through interactions on a French winemaker's blog between the winemaker and 25 participants. Our study sought to determine how the winemaker and customers engaged in the co-creation process and the value they derived from this experience. From a consumer perspective, our research highlights the perceived ethical value through the participants' engagement at multiple levels. From a managerial perspective, this study demonstrates that customer involvement can be an effective strategy for implementing innovation at a relational and experiential level in an SME context.

Keywords: co-creation process; value; innovation; relationships; wine; SME; collective; experiential value; consumer ethical value. (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijesbu:v:36:y:2019:i:3:p:274-291

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