When cocreation turns into codestruction
Abstract
New creative paradigms are emerging where digital consumer communities become endeavours for the cocreation of value. This paper contributes to consumer innovation studies and the marketing literature by revealing that while competition in early-stage communities generates collaborative behaviours (i.e. cocreation process), beyond a certain threshold it enacts discontent (i.e. codestruction process). The empirical context concerns the...
Paper Details
Title
When cocreation turns into codestruction
Published Date
May 1, 2021
Journal
Volume
128
Pages
222 - 232
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