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Firm-brand community value co-creation as alignment of practices
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
Kedge Business Sch, Marseille, France..
Kedge Business Sch, Marseille, France..
2015 (English)In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 49, no 3-4, 596-620 p.Article in journal (Refereed) PublishedText
Abstract [en]

Purpose - The purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies used to address the latter. Design/methodology/approach - The paper draws on a netnographic study of the online collaborative platform known as Alfisti. com, which carmaker Alfa Romeo launched to enhance co-creation with its most devoted consumers, the "Alfisti". Findings - The findings identify three groups of collaborative practices: interacting, identity and organizing practices. The paper details how firm and brand community members enact the elements procedures, understandings and engagements - of collaborative practices and how the alignment of these enactments impacts value co-creation. Research limitations/implications - The paper suggests that co-creation of value succeeds when the enactment of collaborative practices aligns, i.e. when firm and brand community members enact practices in a similar way, and that co-creation fails when the enactment of practices misaligns. Firms and brand communities use three realignment strategies - compliance, interpretation and orientation to address the misalignment and failure of co-creation. The fact that the research draws on a single qualitative case study is a limitation. Practical implications - Managerial implications include using realignment strategies to manage firm-brand community co-creation. Originality/value - Creating an empirical-based framework regarding successful and failing co-creation and how the latter is addressed in the context of brand community makes the paper original.

Place, publisher, year, edition, pages
2015. Vol. 49, no 3-4, 596-620 p.
Keyword [en]
Service, Communities, Value
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-41654DOI: 10.1108/EJM-08-2013-0409ISI: 000352777500014OAI: oai:DiVA.org:kau-41654DiVA: diva2:918435
Available from: 2016-04-11 Created: 2016-04-11 Last updated: 2016-04-15Bibliographically approved

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Skålén, Per
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