%0 Journal Article %T Trying to prosume: toward a theory of consumers as co-creators of value %A Xie, Chunyan %A Bagozzi, Richard %A Troye, Sigurd %J Journal of the Academy of Marketing Science %V 36 %N 1 %P 109-122 %@ 0092-0703 %D 2007-08-01 %I Springer US %~ DeepDyve