Practising Co-production or Endorsing The Logic of Value Co-creation: How Marketers’ Legitimacy Seeking Influences Co-creation Adoption

EasyChair Preprint 1030

Abstract

While value co-creation and S-D logic gave rise to a wide field of research, the reasons why marketing departements are adopting the new ‘dominant logic’ are unclear, and there is still no consensus about the role of co-production practices within the paradigm of value co-creation. Adopting an Institutionalist framework, and owing to 17 interviews with senior managers, our research unveils the coexistence of three diverse institutional logics pervading the field of marketing, each leading to different stance towards value co-creation. Besides, our analysis shows how the need for legitimacy induces some managers to question prevailing marketing approach, and to fully endorse the new logic of value co-creation in their marketing departement. Finally, by distinguishing two practices – co-production as an occasional technique vs extensive co-production in the logic of value co-creation - our results expand our understanding of the relationships between co-production and co-creation.

Keyphrases: co-production, institutional logics, marketing practice, service-dominant logic, value co-creation

@booklet{EasyChair:1030,
  author    = {Carole Charbonnel},
  title     = {Practising Co-production or Endorsing The Logic of Value Co-creation: How Marketers’ Legitimacy Seeking Influences Co-creation Adoption},
  howpublished = {EasyChair Preprint 1030},
  year      = {EasyChair, 2019}}