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Legitimated consumption: a socially embedded challenge for entrepreneurs’ value creation

Legitimated consumption: a socially embedded challenge for entrepreneurs’ value creation This paper aims to address the general lack of detailed attention to the value co-creation process which happens in the consumers’ social environment. The purpose of the paper is to extend prior understanding on new ways of creating value within an uncertain and complex small business environment where consumers are increasingly collaborating and constructing value within their own social environment that is not always visible to entrepreneurs.Design/methodology/approachThe authors collected in-depth data from craft beer consumers who detail consumers’ perspectives on value co-creation within their social context. Discourse analysis is used to examine the ways in which consumers create value within their social environment. Discourses are generated through in-depth, semi-structured interviews.FindingsThe findings reveal that a significant part of value creation happens outside the entrepreneurs’ control. Consumers seek to have social experiences which they want to experience individually but not alone. Accordingly, the legitimacy of a certain type of consumption creates a basis for consumers’ self-presentations and situational selves, on which value can be built.Originality/valueThis study offers new insights into how contemporary consumers work together to co-create value. In addition, this study answers the call for scholarly attention to consumer-to-consumer value linkages to gain new understandings of socially constructed value and contemporary consumption behaviour and reveals how entrepreneurs can benefit from this. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Legitimated consumption: a socially embedded challenge for entrepreneurs’ value creation

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1471-5201
DOI
10.1108/jrme-10-2016-0038
Publisher site
See Article on Publisher Site

Abstract

This paper aims to address the general lack of detailed attention to the value co-creation process which happens in the consumers’ social environment. The purpose of the paper is to extend prior understanding on new ways of creating value within an uncertain and complex small business environment where consumers are increasingly collaborating and constructing value within their own social environment that is not always visible to entrepreneurs.Design/methodology/approachThe authors collected in-depth data from craft beer consumers who detail consumers’ perspectives on value co-creation within their social context. Discourse analysis is used to examine the ways in which consumers create value within their social environment. Discourses are generated through in-depth, semi-structured interviews.FindingsThe findings reveal that a significant part of value creation happens outside the entrepreneurs’ control. Consumers seek to have social experiences which they want to experience individually but not alone. Accordingly, the legitimacy of a certain type of consumption creates a basis for consumers’ self-presentations and situational selves, on which value can be built.Originality/valueThis study offers new insights into how contemporary consumers work together to co-create value. In addition, this study answers the call for scholarly attention to consumer-to-consumer value linkages to gain new understandings of socially constructed value and contemporary consumption behaviour and reveals how entrepreneurs can benefit from this.

Journal

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Oct 30, 2018

Keywords: Entrepreneurship; Value co-creation; Legitimacy; Social environment; Craft consumer

References