The Score Is Not the Music: Integrating Experience and Practice Perspectives on Value Co-Creation in Collective Consumption Contexts:

Published on Apr 8, 2019in Journal of Service Research
· DOI :10.1177/1094670519827384
Carol Kelleher10
Estimated H-index: 10
(UCC: University College Cork),
Hugh Wilson28
Estimated H-index: 28
(Warw.: University of Warwick)
+ 1 AuthorsJoe Peppard35
Estimated H-index: 35
(MIT: Massachusetts Institute of Technology)
In response to recent calls for deeper understanding of value co-creation between multiple actors, this article explores co-creation in collective consumption contexts. These are defined as settings within which multiple consumers, and optionally multiple other actors such as service personnel, are co-present (physically and/or virtually) and coordinate with one another during product/service consumption. To understand co-creation in such contexts, this article argues for an integration of practice-based and experience-based perspectives, because while collective coordination occurs via social practices, the value that results is by definition an individual experience. By studying an orchestral music context in which multiple consumers and service providers participate, the authors develop a framework dialectically relating co-creation practices to value. Four variables emerge influencing the relationship between co-creation practices and value: role rigidity, consumer heterogeneity conflict, participatio...
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