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

Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism

Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada

Read More

Featured

B9. The Power of Self-Effacing Brand Messages: Building Trust and Increasing Brand Attitudes

Tessa Garcia-Collart, Florida International University
Jessica Rixom, University of Nevada, Reno

Read More

Featured

H12. Does Economic Development Influence Consumer Innovativeness?

Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia

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.