Decoding the Dynamics of Value Cocreation in Consumer Tribes: An Agency Theory Approach

ABSTRACT In the last decade, marketing studies have tried to define methodologies, models, and tools to support organizations in developing pathways “oriented to” and “based on” the value cocreation. To shed light on these dynamics, using the interpretative lens offered by Agency Theory, this study investigates the sociocultural and cognitive/figurative roots of the process of emergence of consumer tribes in which and by which value cocreation takes place. This paper offers a possible advancement in knowledge useful to define approaches, models, and instruments able to better explain and manage the dynamics of value cocreation.

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