Papers by Carole Charbonnel
While many papers have studied co-creation from the side of consumers, few research has been cond... more While many papers have studied co-creation from the side of consumers, few research has been conducted from the side of organizations. In particular, the reasons why marketers are adopting co-creation are still unclear, as previous literature identified that those methods are not always beneficial to firms. Adopting an Institutionalist framework, and owing to 17 interviews with senior managers in FMCG industry, our research unveils the influence of tacit and cultural factors in co-creation adoption by managers. We show how professionals are navigating through three diverse “institutional logics” pervading the field of marketing, each leading to different a stance and practice of consumers’ collaboration. By identifying two distinct approaches – co-creation as a “camouflage” technique within marketing management paradigm vs co-creation as a logic aiming at empowering consumers our results underline the necessity to maintain a clear-cut distinction between two conceptualizing: collabo...
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Papers by Carole Charbonnel