Book Chapter
Examining the Role of Consumer Autonomy in Co-Production Platforms: An Extended Abstract
T Gandhi, L Bove, A Nagpal
Developments in Marketing Science Proceedings of the Academy of Marketing Science | Developments in Marketing Science: Proceedings of the Academy of Marketing Science | Published : 2017
Abstract
The upsurge in the use of social media and technological innovations has provided organizations with many opportunities to invite customers to participate in their activities (Heidenreich et al. 2015). One way in which customers can participate is through co-production. Etgar (2008) defines co-production as involving customers in one or more of the production stages, such as initiating, designing, manufacturing, or other processing activities leading to a creation of an output, which will be used/consumed.