Title: Co-creating a wine: a dyadic approach to consumer experiential value and SME value creation

Authors: Karine Garcia; Philippe Aurier; Angélique Rodhain

Addresses: Montpellier Research in Management, University of Montpellier, Place Eugène Bataillon, 34000 Montpellier, France ' Montpellier Research in Management, University of Montpellier, Place Eugène Bataillon, 34000 Montpellier, France ' Montpellier Research in Management, University of Montpellier, Place Eugène Bataillon, 34000 Montpellier, France

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.

Keywords: co-creation process; value; innovation; relationships; wine; SME; collective; experiential value; consumer ethical value.

DOI: 10.1504/IJESB.2019.097733

International Journal of Entrepreneurship and Small Business, 2019 Vol.36 No.3, pp.274 - 291

Received: 06 Jul 2016
Accepted: 08 Dec 2016
Published online: 07 Feb 2019 *

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