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The Marketing Firm and Co-creation: An Empirical Study of Marketer and Customer’s Co-creation Process

In: The Marketing Firm, Volume I

Author

Listed:
  • Asle Fagerstrøm

    (Kristiania University of Applied Sciences
    BI Norwegian Business School)

  • Liv Marie Bendheim

    (Oslo Metropolitan University)

  • Valdimar Sigurdsson

    (Reykjavik University)

  • Sanchit Pawar

    (Kristiania University of Applied Sciences)

  • Gordon R. Foxall

    (Cardiff University
    Reykjavik University)

Abstract

This study empirically investigates the marketer and customer’s co-creation process within the context of the marketing firm. Based on principles from bilateral contingencies, findings from a conjoint study (n = 98) indicate that utilitarian and informational reinforcing consequences from the marketer have a stronger impact on customers’ co-creation behaviour relative to informational reinforcing consequences from other customers. Consequently, analysing the impact of important reinforcing contingencies through the lens of bilateral contingencies expands our understanding of how and why co-creation outcomes might occur. Also, a good co-creation process may increase the business companies’ research and intelligence, and, as a consequence, strengthen their competitiveness.

Suggested Citation

  • Asle Fagerstrøm & Liv Marie Bendheim & Valdimar Sigurdsson & Sanchit Pawar & Gordon R. Foxall, 2025. "The Marketing Firm and Co-creation: An Empirical Study of Marketer and Customer’s Co-creation Process," Springer Books, in: Valdimar Sigurdsson & Gordon R. Foxall (ed.), The Marketing Firm, Volume I, chapter 5, pages 143-165, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-91595-6_5
    DOI: 10.1007/978-3-031-91595-6_5
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