TY - JOUR
T1 - Epilogue to the special issue and reflections on the future of engagement research
AU - Hollebeek, Linda D.
AU - Conduit, Jodie
AU - Sweeney, Jill
AU - Soutar, Geoffrey
AU - Karpen, Ingo Oswald
AU - Jarvis, Wade
AU - Chen, Tom
PY - 2016
Y1 - 2016
N2 - 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).
AB - 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).
UR - http://www.scopus.com/inward/record.url?scp=84962776824&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/f3afd509-909b-35e1-bf18-dd8aa22b452a/
U2 - 10.1080/0267257X.2016.1144340
DO - 10.1080/0267257X.2016.1144340
M3 - Comment/debate
SN - 0267-257X
VL - 32
SP - 586
EP - 594
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 5-6
ER -