The Marketing Firm and Co-creation: The Case of Co-creation by LEGO™

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

Chapter 6 in The Marketing Firm, Volume I, 2025, pp 167-185 from Springer

Abstract: Abstract This chapter discusses the marketer and customer’s co-creation process within the context of bilateral contingencies. Bilateral contingencies occur when the marketers’ behaviour is reinforced (and/or punished) by the customers’ behaviour, while the behaviour of the customers is reinforced (and/or punished) by the marketers’ actions. Using the example of the LEGO community, we discuss how the marketers in the organisation can respond to behaviours resulting from co-creational customer-customer exchanges. This chapter fills the knowledge gap by presenting a behaviour analysis framework (TMF) for the empirical measurement of the co-creation process.

Keywords: The marketing firm; Behaviour analysis; Bilateral contingencies; Co-creation; Customer-other customer interaction (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-91595-6_6

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