Maria Angeles GARCIA HARO Maria Pilar MARTINEZ RUIZ Ricardo MARTINEZ CANAS

The Effects of the Value Co-Creation Process on the Consumer and the Company

This article analyzes the concept of value co-creation, which has arisen due to the combination of various modern influences - including economic globalization, changes in consumers’ buying habits, and the emergence of the Internet and social media - that have changed the way companies innovate. These factors also have transformed the traditional marketing paradigm, such that companies must continually innovate to create and maintain long-term relationships with their consumers and thus competitive advantages. This study analyzes practices of co-creation and seeks to establish a theoretical research framework; the authors also identify the key effects and results of co-creation activities for both companies and consumers. By integrating situational and moderating variables, the proposed theoretical model covers multiple dimensions and offers a comprehensive approach to the topic.
JEL ClassificationM30

Acknowledgements:
Proyecto de investigación “Ventajas competitivas del proceso de co-creación en el contexto del marketing 3.0: evidencias obtenidas en la provincia de Albacete”, Referencia DIPU-6

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Author(s)

Maria Angeles GARCIA HARO
University of Castilla - La Mancha, Spain

Maria Pilar MARTINEZ RUIZ
University of Castilla - La Mancha, Spain

Ricardo MARTINEZ CANAS
University of Castilla - La Mancha, Spain

Correspondence

María Pilar Martínez Ruiz, University of Castilla-La Mancha, Faculty of Economics and Business, Albacete, Spain

Article History

Received: December 15, 2014
Accepted: December 22, 2014
Available Online: December 30, 2014

Cite Reference

García Haro, M.A., Martínez Ruiz, M.P. and Martínez Cañas, R., 2014. The Effects of the Value Co-Creation Process on the Consumer and the Company. Expert Journal of Marketing, 2(2), pp. 68-81

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