Inside the joint sphere of value co-creation

Conference paper


Tran, M.K and Goulding, C. (2017). Inside the joint sphere of value co-creation. 12th Consumer Culture Theory conference: Consumer Culture Theory in the Era of Global Hybridity. Southern California 09 - 12 Jul 2017 The Paul Merage School of Business.
AuthorsTran, M.K and Goulding, C.
TypeConference paper
Abstract

Research on the role of consumers in value creation has advanced the consumer culture theory and added values to the field of marketing (Lanier and Schau, 2007; Lusch and Vargo,
2006). After management scholars Prahalad and Ramaswam began a series of essays suggesting the changing paradigm of firm-consumer interaction (2000), Gronroos further evolved the theory by introducing the concepts of different value creation spheres and had a strong focus on the joint sphere of value co-creation (2013). Joint sphere, by offering a dialogical manner between consumers, allows consumers to possibly cross the boundary into provider sphere and become the co-producers at an early stage. This encourages and facilitates their reflection of “the world”, their expression of multi-realities, and communication with larger audience (including firms) about the alternatives to realities.

Year2017
PublisherThe Paul Merage School of Business
Web address (URL)https://merage.uci.edu/_files/documents/events/2017/CCT2017-FullConferenceProgram.pdf
Accepted author manuscript
License
File description
Accepted abstract
File Access Level
Open
Publication dates
Print09 Jul 2017
Publication process dates
Accepted15 Mar 2017
Deposited21 Dec 2020
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https://openresearch.lsbu.ac.uk/item/8vqz4

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Accepted author manuscript
CCT. Inside the joint sphere. Abstract accepted..pdf
License: CC BY 4.0
File access level: Open

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