0000000000674485
AUTHOR
Maurice Yolles
Decoding the dynamics of value cocreation in consumer tribes. An Agency Theory approach
In the last decade, marketing studies have tried to define methodologies, models, and tools to support organizations in developing pathways “oriented to” and “based on” the value cocreation. To shed light on these dynamics, using the interpretative lens offered by Agency Theory, this study investigates the sociocultural and cognitive/figurative roots of the process of emergence of consumer tribes in which and by which value cocreation takes place. This paper offers a possible advancement in knowledge useful to define approaches, models, and instruments able to better explain and manage the dynamics of value cocreation.
Decoding the XXI Century’s Marketing Shift: An Agency Theory Framework
Since the beginning of the XXI century, marketing theory has moved through a series of epistemological shifts from modern positivism to postmodern constructivism. This has resulted in a series of changes to the main concepts of “traditional” marketing such as: market, product, customer, and value. These shifts can be better viewed under a social cybernetics approach such as agency theory. This is because there is now a view that the linear concept of value creation needs to give way to the more complex process of value cocreation, where value is created collectively. Agency theory is one approach that is able to shed light on how customers and providers are able to recursively create collec…