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The co-creation of value is one of the key dynamic processes taking place within customer relationships. This paper emphasizes the importance of interaction between the customer and salesperson for the co-creation of value and theorizes how co-creation can be established between these actors through joint exploration of the customer’s value systems and value-generating processes, facilitated by interpersonal...
This paper explores how value is co-created in crowdsourcing business models. We envision crowd contributors as a special kind of non-consumer multi-role stakeholder. Our model suggests that the value they derive from monetary rewards and other expected benefits of participation is mediated by experiential value and identity value. The latter is driven by contributors’ identification with a crowdsourcing...
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