It’s mine: Participation and ownership within virtual value co-creation enviornments.

Date
2010
Authors
Harwood, Tracy
Garry, Tony
Journal Title
Journal ISSN
ISSN
1472-1376
0267-257X
Volume Title
Publisher
Routledge
Peer reviewed
Yes
Abstract
Interpretations of value and the processes of value creation are rapidly evolving from product and firm centric perspectives to personalised consumer experiences. However, whilst much of the literature in this area advocates the role of the firm as that of ‘enabler’ and ‘community leader’, relatively little empirical based research exists on ‘post product’ manipulations by consumers and the resultant ‘blurring’ of the boundaries of ownership between consumer and firm. Drawing on the consumption community and co-creation literature, this paper reports on a study which examines the nature and characteristics of a virtual co-creation context. Findings suggest consumers are able to take ownership, define and create their own post product consumption experience and through a collaborative [often implicit] process between firm and consumer, continually modify and ‘co-evolve’ the product in an ongoing and iterative process. This in turn, has implications for post product ownership within such contexts.
Description
Keywords
value co-creation, participation marketing, consumption community
Citation
Harwood, T. and Garry, T. (2010) It’s mine: Participation and ownership within virtual value co-creation enviornments. Journal of Marketing Management, 26 (3-4), pp. 290-301.
Research Institute
Institute of Creative Technologies (IOCT)