Year: 2011
Type: dissertation
Abstract: The purpose with this study is to enhance our knowledge about virtual co-creation by investigating in the underlying role of the co-creating consumer and how companies manage co-creation as well as studying how power is distributed within this consumer- company relationship. The research undertakes a qualitative research strategy with an abductive methodological approach. Netnography is the chosen research method for collecting primary data and a literature study for collecting secondary data. The theoretical dimension is built on theories regarding virtual co- creation, the roles of production and consumption, space and place and post-modernistic views of co-production and the management of free labour. Empirics are collected through online observations taking the part as complete observes of the chosen empirical site, LEGO “DESIGNbyME”. Empirical results are analyzed with a base in the theoretical dimension by applying theories regarding the role of the consumer and the management of free labour on the “DESIGNbyME” site. Co-creation is a mixture of control and freedom, where companies can by strategies control the place but only to some extent in order to not limit the space of the consumer to enfold their creativity.
Authors: Sigrid Werner, Saskia Bräunlich
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1699706658