Work

When engagement leads to intensity: an exploratory study on the nature of cocreation intensity

Year: 2016

Type: conference-paper

Abstract: Services marketing has long recognized the important role played by the consumer within the service encounter as an active participant and collaborator (Schneider & Bowen, 1995). In today’s rapidly developing markets the boundaries between the firm and consumer are increasingly blurred and closer, in-depth interactions make consumers an important resource of the firm (Chan et al., 2010; Ritzer & Jurgenson, 2010). This evolving perspective on the exchange process and consumer role therein, is generally understood as cocreation, whose importance is underpinned by its status as a research priority for the Science of Service (Ostrom et al., 2010; 2015) and the Marketing Science Institute (MSI).

Source: Strathprints: The University of Strathclyde institutional repository (University of Strathclyde)

Authors: Matthew Alexander, Nancy V. Wünderlich

Institution: Paderborn University

Language: English

Topic: Service and Product Innovation

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2414297271

FWCI:

Cites: 14

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Related to: 10