Résumé

Co-creation as a joint collaborative process between organizations and customers offers new models and sources of creativity and innovation for businesses to differentiate their value from the value their competitors offer. However, a successful co-creation strategy involves understanding the shared interests of the parties and resolving tensions between internal and external stakeholders. Yet, this aspect of the strategy remains largely understudied. In this study, we take an interdisciplinary approach, borrowing from organizational behavior and marketing fields, and examine shared and conflicting tensions involved in co-creation in the context of sports entertainment. Based on data collected through semi-structured interviews from athletic administration and fans at a Division I University in the USA, our findings suggest a tug of war that is played out through contrasting managerial strategies based on involvement and control.

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