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

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dc.contributor.author Harwood, Tracy
dc.contributor.author Garry, Tony
dc.date.accessioned 2010-01-29T11:29:13Z
dc.date.available 2010-01-29T11:29:13Z
dc.date.issued 2010
dc.identifier.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. en
dc.identifier.issn 1472-1376
dc.identifier.issn 0267-257X
dc.identifier.uri http://hdl.handle.net/2086/3275
dc.description.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. en
dc.language.iso en en
dc.publisher Routledge en
dc.subject value co-creation en
dc.subject participation marketing en
dc.subject consumption community en
dc.title It’s mine: Participation and ownership within virtual value co-creation enviornments. en
dc.type Article en
dc.identifier.doi http://dx.doi.org/10.1080/02672570903566292
dc.researchgroup Institute of Creative Technologies
dc.peerreviewed Yes en


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