Co-Creation As Consumer Resistance and Marketer Co-Optation

Co-creation, as a form of consumer resistance, is not new. In the past, research in customer participation has mainly focused on the service arena; recent technological advances and competitive realities are creating opportunities for customer participation in the production of goods as well. Furthermore, technological connectedness is allowing collaborative co-creation among consumers. These developments are not going unnoticed by producers. In this paper, we present a framework to examine the conditions that determine customer participation in co-creation and the conditions that facilitate company co-optation. The motives, nature and extent of the customer involvement in co-creation appears to be contingent on a host of factors


Ruby Dholakia and Adriana M. Boveda-Lambie (2009) ,"Co-Creation As Consumer Resistance and Marketer Co-Optation", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 241-242.


Ruby Dholakia, University of Rhode Island, USA
Adriana M. Boveda-Lambie, University of Rhode Island, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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