Stakeholder Engagement: Which Arrangements for Value Co- Creation?

Michela Cesarina Mason, Silvia Iacuzzi, Paolo Fedele and Andrea Garlatti

Micro & Macro Marketing, 2020, issue 1, 19-43

Abstract: The theoretical understanding of marketing is nowadays focusing extensively on value co-creation and stakeholder relationships. However, despite the growing interest, still little is known about how value is co-created in multi-stakeholder settings. This paper explores how stakeholder engagement contributes to value co-creation and which engagement mechanisms help such process in service delivery. Starting from a review of the relevant literature a qualitative analytical framework is developed and used to analyze six cases of multi-stakeholder interaction. Findings show that promoting accessibility in terms of process inclusiveness and openness allows to enhance value co-creation. Results are relevant from an academic perspective, since they shed a new light on a fundamental phenomenon in a given empirical setting such as public service, and for practice, since they provide decision makers with insights about how to approach stakeholder engagement in order to enhance its value creationeffects.

Keywords: Co-production; accessibility; formalization; marketing; public services. (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/96397 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/96397 (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/96397:y:2020:i:1:p:19-43

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().