Bridging and transcending co-creation and engagement (eBook, PDF)
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Co-creation is a transcending perspective of marketing, an umbrella term recognising the contemporary evaluation of value creation. It requires bridging concepts such as engagement, to bring relevance to inform marketing/market practices. Through the development and exploration of midrange theory that underpins co-creation, it enables a more prescriptive understanding reflective of business practice and conducive to empirical evaluation, which ultimately enables the meta-theoretic perspective to move forward. This ebook includes nine papers providing conceptual and empirical insights to inform...
Co-creation is a transcending perspective of marketing, an umbrella term recognising the contemporary evaluation of value creation. It requires bridging concepts such as engagement, to bring relevance to inform marketing/market practices. Through the development and exploration of midrange theory that underpins co-creation, it enables a more prescriptive understanding reflective of business practice and conducive to empirical evaluation, which ultimately enables the meta-theoretic perspective to move forward. This ebook includes nine papers providing conceptual and empirical insights to inform practice in various conventional and contemporary contexts, such as education, social media, CSR, online brand communities, and within the sharing economy. Our ebook extends the dialogue on who co-creates value with whom; further exploring the concepts of engagement and co-creation among a network of actors, their interaction, resource integration, and the essence and mechanisms of engagement platforms.
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