Making inconsistent worlds: a conceptual framework for co-competition

This paper aims to investigate the phenomenon of co-competition, within service-dominant logic, whereby multiple parties with mutually exclusive goals compete for the rights to co-create with a firm

Jacob L. Hiler

2018

Scholarcy highlights

  • Within the context of a massively multiplayer online role-playing game, the paper uses a naturalistic inquiry approach guided by the core objectives of qualitative research provided by Belk et al
  • This paper aims to investigate the phenomenon of co-competition, within service-dominant logic, whereby multiple parties with mutually exclusive goals compete for the rights to co-create with a firm
  • Within the context of a massively multiplayer online role-playing game, the paper uses a naturalistic inquiry approach guided by the core objectives of qualitative research provided by Belk et al.
  • This study finds that co-competition arises when heterogeneous segments of consumers attempt different co-creation strategies with the firm, an overlooked dark side of co-creation and co-production of value
  • The study finds evidence that co-competition may have led to co-destruction of value for both consumer parties and the firm
  • The conceptual framework established here provides a guide through which further investigation of co-creative forces can occur

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