IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v19y2024i4p186.html

From Control to Co-creation: An Exploratory Study on Challenges Faced by Brand Managers in the Food Industry in the Era of the Connected Consumer

Author

Listed:
  • Ana Cristina Fossati
  • Daniel Estima de Carvalho
  • Renata Steffanoni Bernardes de Queiroz
  • Samantha Mazzero

Abstract

The present work aims to understand the perceptions of managers regarding the presented changes, focusing on the possibility of control in brand management and openness to the co-creation process. To this end, applied, exploratory and qualitative research was carried out, through eight semi-structured interviews with professionals with managerial experience in brand/product management in fast-moving consumer goods companies and professionals with experience in the food industry. The results revealed that managers recognize the power of co-creation but demonstrate difficulties in putting into practice new organic brand management thinking. It was also noticed that the more openness given to co-creation, the less control the organization will have, but the greater the relevance for those involved, and the more interactions that occur, the greater the alignment with contemporary concepts of generating value for everyone, but the protection for organizations will be lower.

Suggested Citation

  • Ana Cristina Fossati & Daniel Estima de Carvalho & Renata Steffanoni Bernardes de Queiroz & Samantha Mazzero, 2024. "From Control to Co-creation: An Exploratory Study on Challenges Faced by Brand Managers in the Food Industry in the Era of the Connected Consumer," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(4), pages 186-186, July.
    • Handle: RePEc:ibn:ijbmjn:v:19:y:2024:i:4:p:186
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/ijbm/article/download/0/0/50419/54600
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/ijbm/article/view/0/50419
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
    2. Urša Golob & Mark A. P. Davies & Joachim Kernstock & Shaun M. Powell, 2020. "Trending topics plus future challenges and opportunities in brand management," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 123-129, March.
    3. Benedict G. C. Dellaert, 2019. "The consumer production journey: marketing to consumers as co-producers in the sharing economy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 238-254, March.
    4. Nicholas Ind & Oriol Iglesias & Stefan Markovic, 2017. "The co-creation continuum: from tactical market research tool to strategic collaborative innovation method," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 310-321, August.
    5. Vallaster, Christine & von Wallpach, Sylvia, 2013. "An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation," Journal of Business Research, Elsevier, vol. 66(9), pages 1505-1515.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sarasvuo, Sonja & Rindell, Anne & Kovalchuk, Marina, 2022. "Toward a conceptual understanding of co-creation in branding," Journal of Business Research, Elsevier, vol. 139(C), pages 543-563.
    2. Oriol Iglesias & Nicholas Ind, 2020. "Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 710-720, November.
    3. Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.
    4. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.
    5. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    6. Koll, Oliver & von Wallpach, Sylvia & Uzelac, Borislav, 2023. "Stakeholder-oriented brand management: A Venn-diagram approach to monitor brand associations," European Management Journal, Elsevier, vol. 41(3), pages 437-444.
    7. Joern Redler & Holger J. Schmidt, 2022. "I know that I know nothing: exploring the managerial relevance of recent orientations in brand management research," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 498-511, September.
    8. Mangiò, Federico & Mismetti, Marco & Lissana, Elena & Andreini, Daniela, 2023. "That's the Press, Baby! How journalists co-create family business brands meanings: A mixed method analysis," Journal of Business Research, Elsevier, vol. 161(C).
    9. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    10. Nicholas Ind & Nick Coates & Katrina Lerman, 2020. "The gift of co-creation: what motivates customers to participate," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 181-194, March.
    11. Oriol Iglesias & Stefan Markovic & Mehdi Bagherzadeh & Jatinder Jit Singh, 2020. "Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty," Journal of Business Ethics, Springer, vol. 163(1), pages 151-166, April.
    12. Lars Brand & Matthias Anderski & Tim Ströbel, 2025. "Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis," Journal of Brand Management, Palgrave Macmillan, vol. 32(2), pages 150-165, March.
    13. Florian Lückenbach & Holger J. Schmidt & Jörg Henseler, 2023. "Building brand meaning in social entrepreneurship organizations: the social impact brand model," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 207-226, May.
    14. Essamri, Azzouz & McKechnie, Sally & Winklhofer, Heidi, 2019. "Co-creating corporate brand identity with online brand communities: A managerial perspective," Journal of Business Research, Elsevier, vol. 96(C), pages 366-375.
    15. Nadeem, Waqar & Alimamy, Saifeddin & Ashraf, Abdul Rehman, 2023. "Navigating through difficult times with ethical marketing: Assessing consumers' willingness-to-pay in the sharing economy," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    16. Monika Hajdas & Ryszard Kłeczek, 2024. "Victims: the missing piece in stakeholder-focused brand management puzzles," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 331-344, May.
    17. Kristal, Samuel & Baumgarth, Carsten & Henseler, Jörg, 2020. "Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock," Journal of Business Research, Elsevier, vol. 114(C), pages 240-253.
    18. Wider, Serena & von Wallpach, Sylvia & Mühlbacher, Hans, 2018. "Brand management: Unveiling the delusion of control," European Management Journal, Elsevier, vol. 36(3), pages 301-305.
    19. Jens Stach, 2019. "Meaningful experiences: an embodied cognition perspective on brand meaning co-creation," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 317-331, May.
    20. Voyer, Benjamin G. & Kastanakis, Minas N. & Rhode, Ann Kristin, 2017. "Co-creating stakeholder and brand identities: A cross-cultural consumer perspective," Journal of Business Research, Elsevier, vol. 70(C), pages 399-410.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:19:y:2024:i:4:p:186. See general information about how to correct material in RePEc.

    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 CitEc recognized a bibliographic reference but did not link an item in RePEc 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.