Cultivating Collaboration and Value Cocreation in Consumption Journeys

Collaboration is an important means for value cocreation. To identify opportunities for collaboration, we examine how reflexivity enables the continuation of value cocreation throughout consumption journeys. We find opportunities to cultivate collaboration emerge through reflexive (mis)alignment, which enables the continuation of value cocreation through practice immersion, adaptation, dissolution and innovation.



Citation:

Melissa Archpru Akaka and Hope Schau (2018) ,"Cultivating Collaboration and Value Cocreation in Consumption Journeys", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 98-103.

Authors

Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

The Price of a Threat: How Social Identity Threat Influences Price Sensitivity

Jorge Rodrigues JACOB, Brazilian School of Public and Business Administration, Brazil
Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

My Experience or My Expectations: The Effect of Expectations as Reference Points on Willingness to Recommend Experiential Purchases

Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA

Read More

Featured

Consuming Time-Space Imaginations: Bakhtin’s Chronotope on Robots and Artificial Intelligence

Marat Bakpayev, University of Minnesota Duluth, USA
Alima Yesmukanova, KIMEP University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.