Co-creation and co-destruction: A practice-theory based study of interactive value formation

• Published in: Marketing theory Vol. 11; no. 3; pp. 351 - 373
• Main Authors: Echeverri, Per, Skålén, Per
• Format: Journal Article
• Language: English
• Published: London, England SAGE Publications 01.09.2011; Sage; Sage Publications Ltd
• Subjects: Business Administration; co-creation; co-destruction; Företagsekonomi; Interactive marketing; interactive value formation; marketing; practice; praxis; Public transportation; Studies; subject positions; theory; Valuation; value; Sweden; praxis; marketing; practice theory; co-creation; interactive value formation; subject positions; co-destruction; value

Drawing on an empirical study of public transport, this paper studies interactive value formation at the provider—customer interface, from a practice—theory perspective. In contrast to the bulk of previous research, it argues that interactive value formation is not only associated with value co-crea...