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Who is the Active Consumer?: Insight into Contemporary Innovation and Marketing Practices
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2013 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

There are consumers who engage in innovation and who cocreate value together with other consumers, and with producers, in relation to products. This thesis has the purpose of exploring the nature of this ‘active consumer’ from a firm perspective, and thereby providing an answer to the thesis-level research question: ‘What are the implications of the active consumer on innovation and marketing practices?’ Four papers, drawing on research in the fields of consumer innovation and value cocreation, are presented that contain findings about the knowledge of the active consumer (Paper I), support (Paper II) and management (Paper III) of the active consumer, and challenges with the active consumer (Paper IV). The papers rest on two research efforts: a study of the video game industry that includes an investigation of a game developer and a netnography of its consumer community and a study of the entire development of a customer loyalty card by a leading grocery retailer. The insights into the active consumer gained from the four papers are analyzed against the thesis-level research question using an explanatory lens that is developed through the notion of practice, rendering a discussion about the implications of the active consumer on the scripts of innovation and marketing practices. The thesis is concluded with a discussion of its contributions and implications for innovation and marketing scholars and managers. 

Place, publisher, year, edition, pages
Uppsala: Department of Business Studies , 2013. , 187 p.
Series
Doctoral thesis / Företagsekonomiska institutionen, Uppsala universitet, ISSN 1103-8454 ; 163
Keyword [en]
Cocreation, Practice, Knowledge, Toolkits, Value, Value proposition
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:uu:diva-198751OAI: oai:DiVA.org:uu-198751DiVA: diva2:617683
Public defence
2013-06-12, Hörsal 2, Ekonomikum, Kyrkogårdsgatan 10, Uppsala, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2013-05-21 Created: 2013-04-24 Last updated: 2013-05-21
List of papers
1. Newbies, Followers and Veterans: Narratives about the becoming of knowledgeable consumer community members
Open this publication in new window or tab >>Newbies, Followers and Veterans: Narratives about the becoming of knowledgeable consumer community members
2012 (English)Manuscript (preprint) (Other academic)
Abstract [en]

Research on communities of end-users of consumer products has yielded insights into the character of knowledge sharing and innovating community members, but little attention has been paid to explore how consumers become such knowledgeable members of consumer communities. For this reason the article reports on findings from a study of a firm-hosted consumer community within the video game industry, from which narrative accounts – „war stories‟ – about participation in community practices were obtained by posting a thread in one of its forums. The communities of practice literature is employed as an explanatory lens to the „war stories‟, thus adopting a view of membership as closely related to learning in practice, to provide a perspective on how consumers become knowledgeable members of consumer communities. The genesis of knowledgeable members of the consumer community studied is portrayed as a transformation in three membership stages – newbies, followers and veterans – that represent a „knowledge journey‟ involving learning about the community per se, and learning to participate in community practices. The article is concluded with a discussion on avenues for future research, where multilateral collaborations between community members is argued to be one such avenue, and how business managers should aim to participate in community practices in order to turn the consumer community into a resource for innovation.

Keyword
Consumer community, communities of practice, innovation, narratives, video game industry
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:uu:diva-198093 (URN)
Available from: 2013-04-09 Created: 2013-04-09 Last updated: 2013-04-18
2. Facilitating knowledge sharing between consumer communities and hosting firms: Expanding the solution space to a virtual innovation platform
Open this publication in new window or tab >>Facilitating knowledge sharing between consumer communities and hosting firms: Expanding the solution space to a virtual innovation platform
(English)In: Technovation, ISSN 0166-4972, E-ISSN 1879-2383Article in journal (Refereed) Submitted
Abstract [en]

Consumer communities, such as in the video game industry, are settings where knowledge sharing and innovation abound as consumers dedicate their own resources to innovate upon firm-developed solutions. Researchers have focused extensively on investigating how toolkits facilitate knowledge sharing for innovation between firms and consumer communities. However, we suggest that toolkits are only one such means to achieve knowledge sharing. As such, we investigate in this article how knowledge sharing vis-à-vis innovation is facilitated between a consumer community and its hosting firm. Applying concepts from the communities of practice literature to an in-depth study of a video game developer and its global gaming community, our findings suggest that the boundary process between the consumer community and the hosting firm envelops a complete virtual innovation platform – a sequence of innovation practices each accompanied by a tailored yet emergent combination of brokers and boundary objects, which is further supported by moderators.

Keyword
User innovation; knowledge sharing; brokering; boundary objects; boundary spanning, communities of practice; video game industry
National Category
Business Administration
Identifiers
urn:nbn:se:uu:diva-198094 (URN)
Available from: 2013-04-09 Created: 2013-04-09 Last updated: 2017-12-06
3. The Orchestrating Firm: Value Creation in the Video Game Industry
Open this publication in new window or tab >>The Orchestrating Firm: Value Creation in the Video Game Industry
2011 (English)In: Managing Service Quality, ISSN 0960-4529, E-ISSN 1758-8030, Vol. 21, no 4, 392-409 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – The objective of this paper is to present an empirically founded outline of value creation and the orchestration of this process.

Design/Methodology/Approach – A qualitative study of the video game industry was undertaken for which data were collected through use of both primary and secondary sources. The gathered data enabled a categorization of the industry, from both a user and a firm perspective, into different archetypical modes of value creation.

Findings – The study adds to the understanding of value creation by illustrating that a firm can orchestrate the process through which value is created by being: (1) an inspirator; (2) an attendant, and; (3) a facilitator. In illustrating the continuity of this process, the paper introduces the orchestrating firm and the value emergence process.

Research implications/limitations – In describing the modes through which interaction occurs within the video game industry, the paper provides an outline which can be used for investigations of value creation. This industry holds, however, certain features making the arguments presented in need of further research.

Practical implications – Based on the empirical findings, an outline is provided for the allocation and deployment of internal resources in order to enable continuous value creation.

Originality/Value – The paper empirically exemplifies how value creation is orchestrated by developing firms within the video game industry, and illustrates value creation as a continuous process; a value emergence process.

Keyword
Service Logic, Value Emergence Process, Orchestration, Resource Integration, Theory of the Firm, Video Game Industry
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:uu:diva-150902 (URN)10.1108/09604521111146261 (DOI)000293987700005 ()
Available from: 2011-04-07 Created: 2011-04-07 Last updated: 2017-12-11Bibliographically approved
4. The co-creative practice of forming a value proposition
Open this publication in new window or tab >>The co-creative practice of forming a value proposition
2012 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 28, no 13-14, 1553-1570 p.Article in journal (Refereed) Published
Abstract [en]

Using practice theory and an empirical illustration of reciprocal exchange of knowledge between resource-integrating actors, this paper contributes to Service-Dominant Logic by deepening the understanding of the innate intricacies in a co-creative practice of forming a value proposition. A co-creative practice is conceptualised as reciprocal exchange of knowledge that is mediated by the practice-related script - understandings, procedures, and engagements - that each resource-integrating actor draws upon. The paper identifies and labels the activities of this exchange - applying, assessing, adapting, and adopting - using the literature on knowledge creation and management as a point of departure. A granular analysis is provided of how the script of each resource-integrating actor mediates the activities of reciprocal exchange of knowledge when forming a value proposition

Keyword
co-creative paradigm, co-creative practice, practice theory, reciprocal knowledge exchange, Service-Dominant Logic, value proposition
National Category
Business Administration
Identifiers
urn:nbn:se:uu:diva-183625 (URN)10.1080/0267257X.2012.736875 (DOI)
Available from: 2012-10-30 Created: 2012-10-30 Last updated: 2017-12-07Bibliographically approved

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Citation style
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Output format
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