0000000000674485

AUTHOR

Maurice Yolles

showing 2 related works from this author

Decoding the dynamics of value cocreation in consumer tribes. An Agency Theory approach

2017

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.

Knowledge managementbusiness.industryProcess (engineering)Consumer tribes05 social sciencesSocial cyberneticPrincipal–agent problemLiteral and figurative languageConsumer tribeValue cocreationAgency theory; Consumer tribes; Social cybernetic; Value cocreationValue cocreationArtificial IntelligenceDynamics (music)0502 economics and business050211 marketingArtificial intelligenceSociologyAgency theorybusinessSociocultural evolutionSettore SECS-P/08 - Economia E Gestione Delle Imprese050203 business & managementSoftwareInformation Systems
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Decoding the XXI Century’s Marketing Shift: An Agency Theory Framework

2016

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…

Information Systems and ManagementComputer Networks and CommunicationsPrincipal–agent problemvalue cocreationlcsh:TA168eigenformValue cocreationConstructivism (philosophy of education)lcsh:Technology (General)0502 economics and businessCyberneticsMarketing theoryagency theoryproductSociologyMarketingmarket05 social sciencesPostmodernismlcsh:Systems engineeringControl and Systems EngineeringcustomerModeling and Simulationlcsh:T1-995050211 marketingvalue cocreation; agency theory; market; customer; product; eigenform; marketing theorySettore SECS-P/08 - Economia E Gestione Delle ImpresePositivismmarketing theory050203 business & managementSoftwareDecoding methodsSystems
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