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

Karine Garcia Granata (), Philippe Aurier and Angélique Rodhain ()
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Karine Garcia Granata: UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Philippe Aurier: UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier, Labex Entreprendre - UM - Université de Montpellier
Angélique Rodhain: UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier, Labex Entreprendre - UM - Université de Montpellier

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

Keywords: co-creation process; value; innovation; relationship; wine; SME; collective; experiential value; consumer ethical value (search for similar items in EconPapers)
Date: 2019
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Published in International Journal of Entrepreneurship and Small Business, 2019, 36 (3), pp.274-291. ⟨10.1504/IJESB.2019.097733⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03085551

DOI: 10.1504/IJESB.2019.097733

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