... of project organization and co-creation perspectives, which have not received significant attention within this research stream thus far. Secondly, our study contributes to the co-creation literature within open innovation and service research (e.g. Juntunen et al., 2019). Few studies have explored...

...Sylvaine Castellano; Insaf Khelladi; Justine Charlemagne; Jean-Paul Susini Purpose The purpose of this paper is to understand the roles of virtual agents in a virtual co-creation context by exploring their influence on online trust. An empirical study is conducted in the French online wine...

... in their business and marketing practices in order to co-create social media engagement with consumers? RQ3. How the potentially conflicting economic and social goals of producers and consumers can be reconciled through the use of social media to promote co-creation? Hwanho Choi can...

... demonstrate the asymmetric nature of fairness perceptions on three different outcome variables that are important for the customer relationship. Crowdsourcing Co-creation Procedural fairness Customer relationship Distributive fairness We investigate how participants’ perceptions of distributive...

... activities or campaigns, companies can open up and develop prosumer co-creation strategies. Findings – The authors develop a new prosumer understanding of value co-creation and design prosumer-oriented marketing strategies as a starting point for important decision making and complex marketing campaign...

...‐creation with stakeholders. Findings Co‐innovation is a new innovation paradigm where new ideas and approaches from various internal and external sources are integrated in a platform to generate new organizational and shared values. The core of co‐innovation includes engagement, co‐creation...