Advanced Search
MyIDEAS: Login to save this paper or follow this series

From Controlled to Loose Co-Production: Benefits Distribution Between Firms and Consumers

Contents:

Author Info

  • Eleonora Di Maria

    ()
    (University of Padova)

  • Marco Paiola

    ()
    (University of Padova)

Abstract

Literature on innovation and recent marketing contributions stressed the involvement of consumers in the co-production of value, by emphasizing either the role of a single consumer or the community in such process. Few studies coupled the two interrelated dimensions and analyzed their impacts on customersÕ behavior and firm marketing strategies, specifically in terms of benefits achieved. The paper aims at filling this theoretical gap by distinguishing between individual and social co-production, where different levels of consumer engagement can be identified with diverse value sharing outcomes. We argue that not all customers are interested in being involved in the co-production concerning all their consumption activities. Depending on their commitment to participate (centrality of the consumption activity for the customer) and the co-production nature (individual vs. social) four alternative options of co-production emerge, with distinctive managerial features.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: http://economia.unipd.it/sites/decon.unipd.it/files/20110135.pdf
Download Restriction: no

Bibliographic Info

Paper provided by Dipartimento di Scienze Economiche "Marco Fanno" in its series "Marco Fanno" Working Papers with number 0135.

as in new window
Length: 34 pages
Date of creation: Jun 2011
Date of revision:
Handle: RePEc:pad:wpaper:0135

Contact details of provider:
Postal: via del Santo, 33 - 35122 Padova
Phone: +39 +49 8274210
Fax: +39 +49 827.4211
Web page: http://www.decon.unipd.it/
More information through EDIRC

Related research

Keywords: co-production; consumer behavior; community; innovation.;

Find related papers by JEL classification:

This paper has been announced in the following NEP Reports:

References

No references listed on IDEAS
You can help add them by filling out this form.

Citations

Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
as in new window

Cited by:
  1. Bellanca, Nicolò, 2011. "Elementi di una teoria dell'impresa sociale," AICCON Working Papers 95-2011, Associazione Italiana per la Cultura della Cooperazione e del Non Profit.

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:pad:wpaper:0135. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Fabio Maria Manenti).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.