Epilogue to the special issue and reflections on the future of engagement research

Linda D. Hollebeek, Jodie Conduit, Jill Sweeney, Geoffrey Soutar, Ingo Oswald Karpen, Wade Jarvis, Tom Chen

Research output: Contribution to journalComment/debate

31 Citations (Scopus)

Abstract

Co-creation is a transcending perspective of marketing, an umbrella term recognising the contemporary evaluation of value creation (Vargo and Lusch, 2016b; Prahalad and Ramaswamy, 2004). It requires bridging concepts such as engagement to bring relevance to inform marketing/market practices (Brodie, Saren and Pels, 2011). Through the development and exploration of mid-range theory that underpins co-creation, it enables a more prescriptive understanding reflective of business practice and conducive to empirical evaluation, which ultimately enables the meta-theoretic perspective to move forward (Vargo and Lusch, 2016b).
Original languageEnglish
Pages (from-to)586-594
Number of pages9
JournalJournal of Marketing Management
Volume32
Issue number5-6
DOIs
Publication statusPublished - 2016
Externally publishedYes

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