TY - JOUR
T1 - Decoding the dynamics of value cocreation in consumer tribes. An Agency Theory approach.
AU - Dominici, Gandolfo
AU - Caputo, F; Yolles, M
PY - 2016
Y1 - 2016
N2 - In the last decade, marketing studies have tried to define methodologies, models and tools to support organizations in developing pathways ‘oriented to’ and ‘based on’ the value cocreation. To shed light on these dynamics, using the interpretative lens offered by Agency Theory, this study investigates the sociocultural and cognitive/figurative roots of the process of emergence of consumer tribes in which and by which value cocreation takes place. The paper offers a possible advancement in knowledge useful to define approaches, models, and instruments able to better explain and manage the dynamics of value cocreation.
AB - In the last decade, marketing studies have tried to define methodologies, models and tools to support organizations in developing pathways ‘oriented to’ and ‘based on’ the value cocreation. To shed light on these dynamics, using the interpretative lens offered by Agency Theory, this study investigates the sociocultural and cognitive/figurative roots of the process of emergence of consumer tribes in which and by which value cocreation takes place. The paper offers a possible advancement in knowledge useful to define approaches, models, and instruments able to better explain and manage the dynamics of value cocreation.
UR - http://hdl.handle.net/10447/215544
M3 - Article
SP - -
JO - Cybernetics and Systems
JF - Cybernetics and Systems
SN - 0196-9722
ER -