Co-Creation Emerging in Markets and with Consumers

2017 ◽  
pp. 37-58
Author(s):  
Barbara Aquilani ◽  
Costanza Nosi ◽  
Tindara Abbate
Keyword(s):  
Subject Matter ◽  
Consumer Culture ◽  
Future Research ◽  
Management Issue ◽  
Service Dominant Logic ◽  
Culture Theory ◽  
Dominant Logic ◽  
Managerial Implications ◽  
The Subject ◽  
Consumer Culture Theory

The chapter aims at analyzing the more recent studies on co-creation considering both marketing and management literature, contextualizing them within the new scenario firms have to afford today. In doing this both market and consumer changes are studied. The chapter, after an introduction to the subject matter explaining why it is so important to focus on this unexplored management issue, presents a review on the three streams of literature used to build the framework, namely Consumer Culture Theory, Service-Dominant Logic and Value Co-creation. It then focuses on contrasting the different approaches regarding markets and consumers and studying their differences and common traits. The chapter ends with some limitations and hints to future research, as well as some theoretical and managerial implications presented in the concluding section.

Muslim male segmentation: the male gaze and girl power in Malaysian vampire movies

2017 ◽  
Vol 8 (1) ◽  
pp. 95-106 ◽  
Author(s):  
Thanaseelen Rajasakran ◽  
Santhidran Sinnappan ◽  
Thinavan Periyayya ◽  
Sridevi Balakrishnan
Keyword(s):  
Feminist Theory ◽  
Consumer Culture ◽  
Film Studies ◽  
Future Research ◽  
Culture Theory ◽  
Girl Power ◽  
Content Type ◽  
Gender Biases ◽  
And Gender ◽  
Consumer Culture Theory

Purpose The purpose of this paper is to propose and develop a distinct perspective from the consumer culture theory in the context of Muslim consumers, marketing and the feminist theory. Design/methodology/approach This paper is based on a critical review of the literature for insights into the consumer culture theory in the context of Muslim consumers, Islamic marketing paradigm and the feminist theory. Findings The study suggests that scholars in the area of marketing may consider drawing on the theory of Islamic consumer culture, film and feminist theory. This theory can be used as a platform to understand the Muslim mind and the related cultural traits to create greater engagement and interest in Malaysian horror genres among local and international audience. The Malaysian local horror genres currently have an interesting blend of Islam, local culture and gender biases addressing the universal concept of good against the evil forces, and this has the potential of offering new experiences to especially international audiences. Research limitations/implications This study is purely theory-based and is aimed at knowledge development in this field of Islamic consumer culture. It also invites academics to engage in scholarly activities toward theory building in this area. Practical implications The study provides directions for areas of possible future research in Islamic marketing, consumer culture and film studies. Social implications This study intends to broaden the research efforts in Islamic consumer culture marketing in terms of innovative ways to serve this growing Muslim market. Originality/value This study contributes to the discipline by providing new perspectives in Islamic consumer culture inquiry in the context of film studies.

scholarly journals Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions

2019 ◽  
Vol 27 (1) ◽  
pp. 1-19 ◽  
Author(s):  
Jan-Benedict E.M. Steenkamp
Keyword(s):  
Consumer Culture ◽  
Background Information ◽  
Future Research ◽  
Culture Theory ◽  
Individual Level ◽  
Acculturation Theory ◽  
Economic Forces ◽  
Information Sets ◽  
Future Research Directions ◽  
Consumer Culture Theory

The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace. Yet, in recent years, powerful political and economic forces suggest that globalization might be stalling, leading to renewed interest in local consumer culture (LCC). This article provides an overview of where the field of international marketing stands on GCC and LCC, and it presents new empirical insights. It elaborates on the roots of GCC and LCC in consumer culture theory, cultural globalization theory, and acculturation theory. This background information sets the context for an in-depth discussion of how international marketers have operationalized consumer attitudes toward GCC and LCC, and their individual-level and national-cultural correlates. The article addresses behavioral and managerial consequences of GCC and LCC and concludes with areas for future research.

Looking at Innovation through CCT Glasses: Consumer Culture Theory and Google Glass Innovation

2013 ◽  
Vol 1 (1) ◽  
pp. 38-54 ◽  
Author(s):  
Stefano Pace
Keyword(s):  
Innovation Diffusion ◽  
Consumer Culture ◽  
Preliminary Analysis ◽  
Consumer Behaviour ◽  
New Product ◽  
Google Glass ◽  
Culture Theory ◽  
Cultural Determinants ◽  
Functional Features ◽  
Consumer Culture Theory

Today innovation can be so radical and futuristic that common models of innovation diffusion might not be enough. The success of an innovation relies on the functional features of the new product, but also on how consumers shape the meaning of that innovation. Consumer Culture Theory (CCT) can help managers by focusing on the cultural determinants of consumer behaviour. The work provides a preliminary analysis of how consumers elaborate the cultural platform that will determine the degree of success of the upcoming innovation Google Glass.

Studying customers’ resource integration by service employees in interactional value co-creation

2016 ◽  
Vol 30 (2) ◽  
pp. 152-164 ◽  
Author(s):  
Loïc Plé
Keyword(s):  
Conceptual Framework ◽  
Design Methodology ◽  
Customer Participation ◽  
Resource Integration ◽  
Service Dominant Logic ◽  
Content Type ◽  
Service Employees ◽  
Dominant Logic ◽  
Managerial Implications ◽  
Practical Implications

Purpose Noting that resource integration is a pivotal dimension of value co-creation in Service-Dominant logic, this paper aims to explore how service employees engaged in co-creation processes with customers integrate the latter’s resources. Design/methodology/approach To address the limitations of previous research on customer resources and their integration by service employees, this study turns to the concept of customer participation to identify the nature of customers’ resources. A conceptual framework of their integration by service employees underpins nine key propositions. This foundation leads to the development of theoretical contributions, managerial implications and avenues for research. Findings Customers can use 12 types of resources in value co-creation. Contrasting with earlier findings, the conceptual framework reveals that service employees may not only integrate these customers’ resources but also either misintegrate or not integrate them. Non-integration and misintegration may be intentional or accidental. Accordingly, value co-creation or co-destruction may result from interactions. Research limitations/implications This conceptual and exploratory text requires complementary theoretical and empirical investigations. It also does not adopt an ecosystems view of co-creation. Practical implications Knowing the different steps of resource integration and what influences them should increase the chances of value co-creation and limit the risks of value co-destruction. Originality/value Scant research has examined the nature of customer resources and how service employees integrate them. This paper also is the first to distinguish among resource integration, misintegration and non-integration.

scholarly journals Consumer Culture Theory (CCT) já é uma escola de pensamento em marketing?

2012 ◽  
Vol 52 (3) ◽  
pp. 330-344 ◽  
Author(s):  
Brunno Fernandes da Silva Gaião ◽  
Ildembergue Leite de Souza ◽  
André Luiz M. de Souza Leão
Keyword(s):  
Consumer Culture ◽  
Culture Theory ◽  
Consumer Culture Theory ◽  
Desk Research

A década de 1980 trouxe uma visão alternativa à corrente positivista predominante no campo de pesquisa do consumidor: a Consumer Culture Theory (CCT), que assume uma orientação epistemológica baseada no interpretativismo e na pesquisa qualitativa. Diante do destaque alcançado pela CCT, levantou-se a seguinte questão: a CCT já pode ser considerada uma escola de pensamento em marketing autônoma? Pautados em três critérios fundamentais para a qualificação de uma escola de pensamento (reconhecimento acadêmico, corpo de conhecimento e contribuições), foi realizada uma desk research, baseada em periódicos e artigos da área e na construção de um corpus de pesquisa construído com base nas referências contidas no texto seminal Consumer Culture Theory (CCT): twenty years of research. A conclusão é de que a CCT atende aos critérios adotados na presente pesquisa, podendo ser considerada uma escola de pensamento a utônoma dentro do campo de pesquisa do consumo.

Sign in / Sign up

Export Citation Format

Share Document