Value Creation and Consumption: When Consumer Creativity Generates Value in Online Forums

Marie Taillard, ESCP Europe Business School, United Kingdom
Benjamin Voyer, ESCP Europe Business School, United Kingdom
Vlad Glaveanu, Aalborg Universy, Denmark
Alkmini Gritzali, University of Surrey, United Kingdom
We argue that value creation results from consumer creativity, a socio-cultural phenomenon which is inherent in all acts of consumption. We explore consumer creativity using conversation analysis in an online forum and show how consumers integrate resources to create value. Consumer creativity can be encouraged and harnessed by managers.
[ to cite ]:
Marie Taillard, Benjamin Voyer, Vlad Glaveanu, and Alkmini Gritzali (2014) ,"Value Creation and Consumption: When Consumer Creativity Generates Value in Online Forums", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 381-385.