Abstract
The upsurge in the use of social media and technological innovations has provided organizations with many opportunities to invite customers to participate in their activities (Heidenreich et al. 2015). One way in which customers can participate is through co-production. Etgar (2008) defines co-production as involving customers in one or more of the production stages, such as initiating, designing, manufacturing, or other processing activities leading to a creation of an output, which will be used/consumed.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Academy of Marketing Science
About this paper
Cite this paper
Gandhi, T., Bove, L., Nagpal, A. (2017). Examining the Role of Consumer Autonomy in Co-Production Platforms: An Extended Abstract. In: Rossi, P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_40
Download citation
DOI: https://doi.org/10.1007/978-3-319-47331-4_40
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-47330-7
Online ISBN: 978-3-319-47331-4
eBook Packages: Business and ManagementBusiness and Management (R0)