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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.

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

  • 章节

  • 发表日期：

    2025年

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  • Asle Fagerstrøm,
  • Liv Marie Bendheim,
  • Valdimar Sigurdsson,
  • Sanchit Pawar,
  • Gordon R. Foxall

摘要

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.