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Degrees of co-creation: an exploratory study of perceptions of international students' role in community engagement experiences

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  • David Fleischman
  • Maria Raciti
  • Meredith Lawley

Abstract

Increased competition for the international student market has motivated universities to modernize their marketing strategies. Community engagement is an important component of students' international university experience and represents a potential point of competitive advantage. Developing marketing strategies around university-student-community engagement (U-S-CE) requires an understanding of the perspectives of international students, the university and the community. We anchored our study in value co-creation which is a principle of the service dominant logic framework found in the marketing literature. With limited research in the area, a qualitative approach was appropriate. Interviews were undertaken with key university members ( n = 4) and community members ( n = 5) concurrently with focus groups of international students ( n = 22) at a single university. Based on the degree of co-creation by international students in U-S-CE, three groups emerged: consumers , collaborators and co-designers . This study offers theoretical and practical insight, providing a platform for further research into U-S-CE.

Suggested Citation

  • David Fleischman & Maria Raciti & Meredith Lawley, 2015. "Degrees of co-creation: an exploratory study of perceptions of international students' role in community engagement experiences," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 85-103, January.
    • Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:85-103
    DOI: 10.1080/08841241.2014.986254
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    References listed on IDEAS

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    1. Irene C. L. Ng & Jeannie Forbes, 2009. "Education as Service: The Understanding of University Experience Through the Service Logic," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 38-64, May.
    2. L. Plé & R. Chumpitaz, 2010. "Not always co-creation: introducing interactional co-destruction of value in service-dominant logic," Post-Print halshs-00588239, HAL.
    3. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
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    1. Handyanto Widjojo & Avanti Fontana & Gita Gayatri & Agus W. Soehadi, 2019. "Value Co-Creation For Marketing Innovation: Comparative Study In The Sme Community," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(03), pages 1-31, May.
    2. Berbegal-Mirabent, Jasmina & Llach, Josep & Marimon, Frederic & Mas-Machuca, Marta, 2020. "To recommend or to regret the choice? Factors explaining student loyalty: evidence from the Catalan university system," TEC Empresarial, School of Business, Costa Rica Institute of Technology (ITCR), vol. 14(2), pages 2-17.
    3. Montserrat Díaz-Méndez & Mario R. Paredes & Michael Saren, 2019. "Improving Society by Improving Education through Service-Dominant Logic: Reframing the Role of Students in Higher Education," Sustainability, MDPI, vol. 11(19), pages 1-14, September.
    4. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.

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