Papers by Ivan Fedorenko
Journal of Marketing Management
Journal of Financial Services Marketing
In this article, we consider crowdsourcing from the consumer perspective. Specifically, we examin... more In this article, we consider crowdsourcing from the consumer perspective. Specifically, we examine the identity value (i.e., sense of self) that consumers accrue by participating in creative crowds. How can managers structure crowdsourcing initiatives to maximize value for participants through identity creation and expression? We strive to answer this question first by examining the different types of crowdsourcing initiatives from a value co-creation perspective. Then we evaluate how consumers construct identities through consumption and review the literature on identity theory. Finally, we link the identity type—personal, extended, or social—to the management of crowdsourcing ventures and offer suggestions for practitioners.
Conference Presentations by Ivan Fedorenko
We employ the Harrison-Wicks four-factor model of stakeholder value (Harrison & Wicks, 2013) to e... more We employ the Harrison-Wicks four-factor model of stakeholder value (Harrison & Wicks, 2013) to explore the factors of stakeholder value linked to stakeholder-company affiliation. The model implies that stakeholders subjectively determine their utility functions and derive utility from various aspects of transactions with the firm (utility associated with goods and services, utility associated with organizational justice, utility associated with perceived opportunity costs. utility from stakeholder-company affiliation.
We focus specifically on the value derived from an affiliation. The questions of interest are what the nature of that stakeholder value is, how it can be assessed, and how it might be related to the firm performance?
Using the modified model of customer-company identification (Bhattacharya & Sen, 2003), we propose that the company may provide value for its stakeholders by satisfying their psychological needs for self-verification, self-esteem, and self-distinctiveness. This value creation process is mediated by stakeholder-company identification.
Crowdsourcing is becoming an ever more important creator of value for firms across the globe. Ini... more Crowdsourcing is becoming an ever more important creator of value for firms across the globe. Initially attracting individuals to participate in such crowdsourcing ventures was easy – consumer interest and demand easily outpaced the supply of such initiatives. However, as the number of such ventures increases, managers need to consider what different groups of consumers get out of participating in such ventures. In this paper, we address the question: how can managers differentiate the online crowd so as to target different types of participants so as to maximize total value creation? In exploring this question we take the following steps. First, we look at crowdsourcing from the perspective of the service-dominant logic (SDL) paradigm, where crowdsourcing can be seen as value co-creation. Second, the principles of market segmentation are briefly reviewed. Third, different approaches to segmenting online crowds are explored, and their relative advantages and disadvantages discussed. Finally, directions for future research are delineated
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Papers by Ivan Fedorenko
Conference Presentations by Ivan Fedorenko
We focus specifically on the value derived from an affiliation. The questions of interest are what the nature of that stakeholder value is, how it can be assessed, and how it might be related to the firm performance?
Using the modified model of customer-company identification (Bhattacharya & Sen, 2003), we propose that the company may provide value for its stakeholders by satisfying their psychological needs for self-verification, self-esteem, and self-distinctiveness. This value creation process is mediated by stakeholder-company identification.
We focus specifically on the value derived from an affiliation. The questions of interest are what the nature of that stakeholder value is, how it can be assessed, and how it might be related to the firm performance?
Using the modified model of customer-company identification (Bhattacharya & Sen, 2003), we propose that the company may provide value for its stakeholders by satisfying their psychological needs for self-verification, self-esteem, and self-distinctiveness. This value creation process is mediated by stakeholder-company identification.