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 MoreFeatured
Losing Fast or Slow? Preferences for Uncertainty Resolution
Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA
Featured
Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce
Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada
Featured
Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products
Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China