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Presentation
Co-creation: an exploratory investigation into the construct and its dimensions
EMAC 2010: The six senses: The essentials of Marketing (2010)
  • Joanna Minkiewicz, Melbourne Business School
  • Jody Evans, Melbourne Business School
  • Kerrie Bridson, Deakin University
Abstract

Whilst the body of work around co-creation has grown, the construct has been viewed from multiple perspectives, with the literature generally bereft of a coherent, holistic theoretical framework. This paper aims to develop a more comprehensive conceptualization of co-creation by exploring it comprehensively to provide a deeper understanding of the underlying dimensions. Case study research using exemplar organizations, utilizing in-depth interviews with key informants, was used to investigate the manifestations of co-creation in the context of the heritage sector. The findings illuminate the prevalence of deliberate co-creation strategies in all case study organisations, revealing three facets of co-creation: personalization, engagement and co-production. This paper addresses a gap in both marketing theory and heritage marketing literature by reconciling numerous perspectives on co-creation and proposing a holistic conceptualisation.

Keywords
  • co-creation,
  • personalization,
  • engagement,
  • co-production,
  • co-creation of value,
  • qualitative research
Disciplines
Publication Date
2010
Citation Information
Joanna Minkiewicz, Jody Evans and Kerrie Bridson. "Co-creation: an exploratory investigation into the construct and its dimensions" EMAC 2010: The six senses: The essentials of Marketing (2010)
Available at: http://works.bepress.com/joanna_minkiewicz/8/