The DOI matches its Crossref record; 123 of the 123 references it cites were found in a registry or an index.
Putting Consumers to Work: `Co-creation` and new marketing govern-mentality
Abstract
Co-creation is a new paradigm that has captured the imagination of marketing and management professionals and scholars. Drawing on Foucault's notion of government and neo-Marxist theories of labor and value, we critically interrogate the cultural, social, and economic politics of this new management technique. We suggest that co-creation represents a political form of power aimed at generating particular forms of consumer life at once free and controllable, creative and docile. We argue that the discourse of value co-creation stands for a notion of modern corporate power that is no longer aimed at disciplining consumers and shaping actions according to a given norm, but at working with and through the freedom of the consumer. In short, administering consumption in ways that allow for the continuous emergence and exploitation of creative and valuable forms of consumer labor is the true meaning of the concept of co-creation.
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Access-Based Consumption: The Case of Car Sharing: Table 1.
Bardhi, F., & Eckhardt, G. M. (2012) · Journal of Consumer Research · doi:10.1086/666376 · Cited by 2,015
The IKEA effect: When labor leads to love
Norton, M. I., Mochon, D., & Ariely, D. (2012) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2011.08.002 · Cited by 1,049
Working consumers: the next step in marketing theory?
Cova, B., & Dalli, D. (2009) · Marketing Theory · doi:10.1177/1470593109338144 · Cited by 746
Kozinets, R. V. (2015) · The International Encyclopedia of Digital Communication and Society · doi:10.1002/9781118767771.wbiedcs067 · Cited by 635
Metadata
- Authors
- Zwick, D., Bonsu, S. K., & Darmody, A.
- Venue
- Journal of Consumer Culture
- Publisher
- SAGE Publications
- Published
- 2008-07
- Volume
- 8
- Issue
- 2
- Pages
- 163-196
- ISSN
- 1469-5405 (ISSN-L)
- 1741-2900
- OpenAlex
- W2015736368
- Cited by
- 710
- References
- 123
- FWCI
- 106.50
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
