Co-Creation and Co-Production of Value: Competition Amongst Subcultures of Consumption

Jacob Hiler, Louisiana State University, USA
What happens when different subcultures both love a brand but for very different and often mutually exclusive reasons? This research investigates what happens when these subcultures acknowledge each other’s presence, interact and influence each other’s enjoyment of the product, and ultimately attempt to influence the evolution of the product. Link: https://vimeo.com/49017946 Password: acr2012
[ to cite ]:
Jacob Hiler (2012) ,"Co-Creation and Co-Production of Value: Competition Amongst Subcultures of Consumption", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1083-1083.