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Co-creating a wine : A dyadic approach to consumer experiential value and SME value creation

Author

Listed:
  • Karine Garcia Granata

    (UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Philippe Aurier

    (UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier, Labex Entreprendre - UM - Université de Montpellier)

  • Angélique Rodhain

    (UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier, Labex Entreprendre - UM - Université de Montpellier)

Abstract

consumers and firms involved in co-creation process has been attracting scholarly attention. Nevertheless, few studies have focused on co-creation between cutomers and SMEs. We therefore investigate a single case of wine collectively co-created through interaction on a French blog between the winemaker and 25 participants. Our study sought to determine how the winemaker and the customers engage in the co-creation process and the value they derived from the experience. From a customer perspective, our study highlight the perceived ethical value through the participant's engagement at multiple levels. From a managerial perspective, this study demonstrates that customer involvement can be a effective strategy for implementing innovation at a relational and experiential level in a SME context.

Suggested Citation

  • Karine Garcia Granata & Philippe Aurier & Angélique Rodhain, 2019. "Co-creating a wine : A dyadic approach to consumer experiential value and SME value creation," Post-Print hal-03085551, HAL.
    • Handle: RePEc:hal:journl:hal-03085551
    DOI: 10.1504/IJESB.2019.097733
    as

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