Firm-brand community value co-creation as alignment of practices

• Autores: Per Skålén, Stefano Pace, Bernard Cova
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 49, Nº. 3-4, 2015, págs. 596-620
• Idioma: inglés
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• Dialnet Métricas: 2 Citas
• Resumen

  • 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.