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Co-governance in th...
Co-governance in the consumer engagement process : facilitating multi-beneficial value creation
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- Röndell, Jimmie (author)
- Mälardalens högskola,Industriell ekonomi och organisation
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- Sörhammar, David, 1975- (author)
- Uppsala universitet,Företagsekonomiska institutionen,Uppsala Univ, Dept Business Studies, Uppsala, Sweden.
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- Gidhagen, Mikael, 1969- (author)
- Uppsala universitet,Företagsekonomiska institutionen,Uppsala Univ, Dept Business Studies, Uppsala, Sweden.
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(creator_code:org_t)
- 2016
- 2016
- English.
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In: Journal of Strategic Marketing. - 0965-254X .- 1466-4488. ; 24:3-4, s. 327-345
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Subject headings
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- This paper explores how consumer engagement (CE) in new media can become part of and support the everyday life of companies. Paradoxically, facilitating consumers’ engagement in activities such as co-developing products also implies companies ceding control over their value proposition to consumers. Subsequently, this evokes the issue of management or self-management of the CE process, making it vital to address the challenges of governing the facilitation of value co-creation in service ecosystems. By contextualising how activities within, and the co-governance of, the CE process are manifested, this paper discusses if and how consumers’ new media activities may offer multi-beneficial opportunities for value creation to both social and economic actors within a service ecosystem. The paper furthers the understanding of co-governance as a nexus, facilitating the CE process, which is essential for generating benefits for supplying companies, beyond traditional aspects of collaboration, monetary gains and loyal customers.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Keyword
- co-governance
- consumer engagement
- co-created value
- multi-beneficial
- online community
- service ecosystem
- Företagsekonomi
- Business Studies
Publication and Content Type
- ref (subject category)
- art (subject category)
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