IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v66y2013i9p1484-1493.html
   My bibliography  Save this article

Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems

Author

Listed:
  • Gyrd-Jones, Richard I.
  • Kornum, Niels

Abstract

The concepts of co-creation and co-communication are emerging concepts in the brand management literature that invoke multiple stakeholder interactions. However, this literature does not consider the impact of the complex ecosystems that lie behind both the brand and its stakeholders in order to create synergistic outcomes. By analyzing LEGO's relations with four stakeholder ecosystems we find that successful co-creation outcomes are dependent on value and cultural complementarities, but that these outcomes can be jeopardized when there are not also complementarities between the cultures in the process of direct firm–stakeholder interaction. To maximize co-creation the firm should remain open to input from all stakeholders, because even opposing stakeholders at the periphery of the ecosystem can contribute with valuable adjustments at the core.

Suggested Citation

  • Gyrd-Jones, Richard I. & Kornum, Niels, 2013. "Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems," Journal of Business Research, Elsevier, vol. 66(9), pages 1484-1493.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1484-1493
    DOI: 10.1016/j.jbusres.2012.02.045
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296312002470
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2012.02.045?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Constance Elise Porter & Naveen Donthu, 2008. "Cultivating Trust and Harvesting Value in Virtual Communities," Management Science, INFORMS, vol. 54(1), pages 113-128, January.
    2. Jonathan P. Doh & Terrence R. Guay, 2006. "Corporate Social Responsibility, Public Policy, and NGO Activism in Europe and the United States: An Institutional‐Stakeholder Perspective," Journal of Management Studies, Wiley Blackwell, vol. 43(1), pages 47-73, January.
    3. Gerwin Laan & Hans Ees & Arjen Witteloostuijn, 2008. "Corporate Social and Financial Performance: An Extended Stakeholder Theory, and Empirical Test with Accounting Measures," Journal of Business Ethics, Springer, vol. 79(3), pages 299-310, May.
    4. Jason Potts & John Hartley & John Banks & Jean Burgess & Rachel Cobcroft & Stuart Cunningham & Lucy Montgomery, 2008. "Consumer Co-creation and Situated Creativity," Industry and Innovation, Taylor & Francis Journals, vol. 15(5), pages 459-474.
    5. Brodie, Roderick J. & Whittome, James R.M. & Brush, Gregory J., 2009. "Investigating the service brand: A customer value perspective," Journal of Business Research, Elsevier, vol. 62(3), pages 345-355, March.
    6. Richard P. Bagozzi & Utpal M. Dholakia, 2006. "Open Source Software User Communities: A Study of Participation in Linux User Groups," Management Science, INFORMS, vol. 52(7), pages 1099-1115, July.
    7. Franke, Nikolaus & Shah, Sonali, 2003. "How communities support innovative activities: an exploration of assistance and sharing among end-users," Research Policy, Elsevier, vol. 32(1), pages 157-178, January.
    8. Krishnamurthy, Sandeep & Kucuk, S. Umit, 2009. "Anti-branding on the internet," Journal of Business Research, Elsevier, vol. 62(11), pages 1119-1126, November.
    9. Payne, Adrian & Storbacka, Kaj & Frow, Pennie & Knox, Simon, 2009. "Co-creating brands: Diagnosing and designing the relationship experience," Journal of Business Research, Elsevier, vol. 62(3), pages 379-389, March.
    10. Jennifer Chang Coupland, 2005. "Invisible Brands: An Ethnography of Households and the Brands in Their Kitchen Pantries," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 106-118, June.
    11. Fournier, Susan & Avery, Jill, 2011. "The uninvited brand," Business Horizons, Elsevier, vol. 54(3), pages 193-207, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sheen S. Levine & Michael J. Prietula, 2014. "Open Collaboration for Innovation: Principles and Performance," Organization Science, INFORMS, vol. 25(5), pages 1414-1433, October.
    2. Vallaster, Christine & von Wallpach, Sylvia, 2013. "An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation," Journal of Business Research, Elsevier, vol. 66(9), pages 1505-1515.
    3. Alves, Helena & Fernandes, Cristina & Raposo, Mário, 2016. "Value co-creation: Concept and contexts of application and study," Journal of Business Research, Elsevier, vol. 69(5), pages 1626-1633.
    4. Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.
    5. Agostino Vollero & Daniele Dalli & Alfonso Siano, 2016. "Brand negotiation and brand management. An actor-network theory perspective," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 23-41.
    6. Suomi, Kati & Luonila, Mervi & Tähtinen, Jaana, 2020. "Ironic festival brand co-creation," Journal of Business Research, Elsevier, vol. 106(C), pages 211-220.
    7. Nathalie Peña-García & Mauricio Losada-Otálora & Jorge Juliao-Rossi & Augusto Rodríguez-Orejuela, 2021. "Co-Creation of Value and Customer Experience: An Application in Online Banking," Sustainability, MDPI, vol. 13(18), pages 1-14, September.
    8. Francisco J. Martínez-López & Rocío Aguilar-Illescas & Sebastián Molinillo & Rafael Anaya-Sánchez & J. Andres Coca-Stefaniak & Irene Esteban-Millat, 2021. "The Role of Online Brand Community Engagement on the Consumer–Brand Relationship," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    9. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    10. Steven Debaere & Floris Devriendt & Johanna Brunneder & Wouter Verbeke & Tom de Ruyck & Kristof Coussement, 2019. "Reducing inferior member community participation using uplift modeling: Evidence from a field experiment," Post-Print hal-02990787, HAL.
    11. Xiaoqing Wang & Brian S. Butler & Yuqing Ren, 2013. "The Impact of Membership Overlap on Growth: An Ecological Competition View of Online Groups," Organization Science, INFORMS, vol. 24(2), pages 414-431, April.
    12. Stoeckl, Verena E. & Luedicke, Marius K., 2015. "Doing well while doing good? An integrative review of marketing criticism and response," Journal of Business Research, Elsevier, vol. 68(12), pages 2452-2463.
    13. Bullinger, Angelika C. & Rass, Matthias & Adamczyk, Sabrina & Moeslein, Kathrin M. & Sohn, Stefan, 2012. "Open innovation in health care: Analysis of an open health platform," Health Policy, Elsevier, vol. 105(2), pages 165-175.
    14. Line Schmeltz & Anna Karina Kjeldsen, 2019. "Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 304-316, May.
    15. Benoit, Sabine & Hogreve, Jens & Sichtmann, Christina & Bilstein, Nicola, 2019. "Professionalism Kills the Trading Star: Explaining Member Participation in Trading Communities," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 3(2), pages 54-65.
    16. F. Rullani & L. Zirulia, 2011. "A supply side story for a threshold model: Endogenous growth of the free and open source community," Working Papers wp781, Dipartimento Scienze Economiche, Universita' di Bologna.
    17. Ann Majchrzak & Arvind Malhotra, 2016. "Effect of Knowledge-Sharing Trajectories on Innovative Outcomes in Temporary Online Crowds," Information Systems Research, INFORMS, vol. 27(4), pages 685-703, December.
    18. Julia Bauer & Nikolaus Franke & Philipp Tuertscher, 2016. "Intellectual Property Norms in Online Communities: How User-Organized Intellectual Property Regulation Supports Innovation," Information Systems Research, INFORMS, vol. 27(4), pages 724-750, December.
    19. Mahr, Dominik & Lievens, Annouk, 2012. "Virtual lead user communities: Drivers of knowledge creation for innovation," Research Policy, Elsevier, vol. 41(1), pages 167-177.
    20. Laroche, Michel & Habibi, Mohammad Reza & Richard, Marie-Odile, 2013. "To be or not to be in social media: How brand loyalty is affected by social media?," International Journal of Information Management, Elsevier, vol. 33(1), pages 76-82.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1484-1493. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.