Co-creating a wine: a dyadic approach to consumer experiential value and SME value creation
by Karine Garcia; Philippe Aurier; Angélique Rodhain
International Journal of Entrepreneurship and Small Business (IJESB), Vol. 36, No. 3, 2019

Abstract: Consumer and firm involvement in co-creation processes has been attracting scholarly attention. Nevertheless, few studies have focused on co-creation between customers and SMEs. We therefore investigated a single case of a wine collectively co-created through interactions on a French winemaker's blog between the winemaker and 25 participants. Our study sought to determine how the winemaker and customers engaged in the co-creation process and the value they derived from this experience. From a consumer perspective, our research highlights the perceived ethical value through the participants' engagement at multiple levels. From a managerial perspective, this study demonstrates that customer involvement can be an effective strategy for implementing innovation at a relational and experiential level in an SME context.

Online publication date: Thu, 07-Feb-2019

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