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.
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.
Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA
NA - Advances in Consumer Research Volume 46 | 2018
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