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This chapter discusses the marketer and customer’s co-creation process within the context of bilateral contingencies. Bilateral contingencies occur when the marketers’ behaviour is reinforced (and/or punished) by the customers’ behaviour, while the behaviour of the customers is reinforced (and/or punished) by the marketers’ actions. Using the example of the LEGO community, we discuss how the marketers in the organisation can respond to behaviours resulting from co-creational customer-customer exchanges. This chapter fills the knowledge gap by presenting a behaviour analysis framework (TMF) for the empirical measurement of the co-creation process.

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The Marketing Firm and Co-creation: The Case of Co-creation by LEGO™

  • 章节

  • 发表日期：

    2025年

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  • Asle Fagerstrøm,
  • Liv Marie Bendheim,
  • Valdimar Sigurdsson,
  • Gordon R. Foxall,
  • Sanchit Pawar

摘要

This chapter discusses the marketer and customer’s co-creation process within the context of bilateral contingencies. Bilateral contingencies occur when the marketers’ behaviour is reinforced (and/or punished) by the customers’ behaviour, while the behaviour of the customers is reinforced (and/or punished) by the marketers’ actions. Using the example of the LEGO community, we discuss how the marketers in the organisation can respond to behaviours resulting from co-creational customer-customer exchanges. This chapter fills the knowledge gap by presenting a behaviour analysis framework (TMF) for the empirical measurement of the co-creation process.