Managing the co-created brand: Value and cultural complementarity in online and offline multi-stakeholder ecosystems
Author(s)
Gyrd-Jones, Richard
Kornum, Niels
Griffith University Author(s)
Year published
2013
Metadata
Show full item recordAbstract
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 com- plex 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 ...
View more >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 com- plex 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 stake- holders at the periphery of the ecosystem can contribute with valuable adjustments at the core.
View less >
View more >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 com- plex 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 stake- holders at the periphery of the ecosystem can contribute with valuable adjustments at the core.
View less >
Journal Title
Journal of Business Research
Volume
66
Issue
9
Subject
Marketing
Marketing communications
Commerce, management, tourism and services