Traditional marketing theories consider value as produced by companies through processes which take place away from consumers and embedded in products and services (Alderson 1957; Bagozzi 1975; Hunt 1976). Other streams of thoughts would instead advocate that value is co-created in interactions and encounters between the company and its customers (Lusch, Vargo, and O’Brien 2007; Grönroos 2011; Prahalad and Ramaswamy 2004; Ramírez 1999; Vargo and Lusch 2004; 2008) or through the resource integration done by consumers in their consumption practices (Arnould, Price, and Malshe 2006; Lusch, Vargo, and O’Brien 2007; Baron and Harris 2008; Berthon, Pitt, and Campbell, 2008; Moeller 2008; Schau, Muñiz, and Arnould 2009). Despite the growing attention on value co-creation, the extant literature has devoted little attention to how firms and consumer collaboratively co-create value (Payne, Storbacka, and Frow 2008). In addition, the preferred lens adopted in the current literature is that of the single consumer or consumers in general, not the consumers collectives (i.e.: consumers communities, brand communities and similar). The present paper contributes with a theoretical departure point for studying collaborative co-creation of value between firms and on-line consumer communities. Building on the paper by Schau, Muñiz, and Arnould (2009) we employ practice theory (Reckwitz, 2002; Schatzki, 1996; Warde 2005). Practices are the social, symbolic and material tools through which action and understanding is accomplished. Studying the mechanisms underlying customers and companies co-creation of value from a practice theory perspective implies studying the mutual value co-creation practices these draw on to co-create value. From a practice theory perspective our research question may thus be formulated: How does organizations and customers collaboratively develop mutual value creation practices? A corollary to this research question is a reflection on marketing as practice (Kjellberg and Helgesson 2007a, 2007b; Cayla and Zwick 2010; Skålén 2010).
Value Co-Creation through Boundary Spanning Practices: Theoretical Considerations for Studying Community-Firm Collaborations
PACE, STEFANO;
2011
Abstract
Traditional marketing theories consider value as produced by companies through processes which take place away from consumers and embedded in products and services (Alderson 1957; Bagozzi 1975; Hunt 1976). Other streams of thoughts would instead advocate that value is co-created in interactions and encounters between the company and its customers (Lusch, Vargo, and O’Brien 2007; Grönroos 2011; Prahalad and Ramaswamy 2004; Ramírez 1999; Vargo and Lusch 2004; 2008) or through the resource integration done by consumers in their consumption practices (Arnould, Price, and Malshe 2006; Lusch, Vargo, and O’Brien 2007; Baron and Harris 2008; Berthon, Pitt, and Campbell, 2008; Moeller 2008; Schau, Muñiz, and Arnould 2009). Despite the growing attention on value co-creation, the extant literature has devoted little attention to how firms and consumer collaboratively co-create value (Payne, Storbacka, and Frow 2008). In addition, the preferred lens adopted in the current literature is that of the single consumer or consumers in general, not the consumers collectives (i.e.: consumers communities, brand communities and similar). The present paper contributes with a theoretical departure point for studying collaborative co-creation of value between firms and on-line consumer communities. Building on the paper by Schau, Muñiz, and Arnould (2009) we employ practice theory (Reckwitz, 2002; Schatzki, 1996; Warde 2005). Practices are the social, symbolic and material tools through which action and understanding is accomplished. Studying the mechanisms underlying customers and companies co-creation of value from a practice theory perspective implies studying the mutual value co-creation practices these draw on to co-create value. From a practice theory perspective our research question may thus be formulated: How does organizations and customers collaboratively develop mutual value creation practices? A corollary to this research question is a reflection on marketing as practice (Kjellberg and Helgesson 2007a, 2007b; Cayla and Zwick 2010; Skålén 2010).
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