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The Marketing Firm and Co-creation: The Case of Co-creation by LEGO™

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)

  • Gordon R. Foxall

    (Reykjavik University
    Cardiff University)

  • Sanchit Pawar

    (Economics and Technology, Kristiania University of Applied Sciences)

Abstract

This chapter discusses the marketer and customer’s co-creation process within the context of bilateral contingencies. Bilateral contingencies occur when the marketers’ behaviour is reinforced (and/or punished) by the customers’ behaviour, while the behaviour of the customers is reinforced (and/or punished) by the marketers’ actions. Using the example of the LEGO community, we discuss how the marketers in the organisation can respond to behaviours resulting from co-creational customer-customer exchanges. This chapter fills the knowledge gap by presenting a behaviour analysis framework (TMF) for the empirical measurement of the co-creation process.

Suggested Citation

  • Asle Fagerstrøm & Liv Marie Bendheim & Valdimar Sigurdsson & Gordon R. Foxall & Sanchit Pawar, 2025. "The Marketing Firm and Co-creation: The Case of Co-creation by LEGO™," Springer Books, in: Valdimar Sigurdsson & Gordon R. Foxall (ed.), The Marketing Firm, Volume I, chapter 6, pages 167-185, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-91595-6_6
    DOI: 10.1007/978-3-031-91595-6_6
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