This paper aims to explore how corporate brands co-create value with their multiple stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with top managers of a technology corporation in the financial sector. Findings depict a model that conceptualises the successful value co-creation process as the careful management of six specific drivers, namely: interdependency, direct approach, trust, strategic alignment, adaptive modus operandi, and knowledge sharing. Hence, the study offers new food for thought for scholars and practitioners who wish to improve their knowledge and understanding on brand value co-creation and corporate marketing.

Mingione, M., & Leoni, L. (2020). Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets. JOURNAL OF MARKETING MANAGEMENT, 36(1-2), 72-99 [10.1080/0267257X.2019.1694566].

Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets

Mingione M.;Leoni L.
2020

Abstract

This paper aims to explore how corporate brands co-create value with their multiple stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with top managers of a technology corporation in the financial sector. Findings depict a model that conceptualises the successful value co-creation process as the careful management of six specific drivers, namely: interdependency, direct approach, trust, strategic alignment, adaptive modus operandi, and knowledge sharing. Hence, the study offers new food for thought for scholars and practitioners who wish to improve their knowledge and understanding on brand value co-creation and corporate marketing.
Online ahead of print
Rilevanza internazionale
Articolo
Esperti anonimi
Settore SECS-P/08 - Economia e Gestione delle Imprese
eng
Mingione, M., & Leoni, L. (2020). Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets. JOURNAL OF MARKETING MANAGEMENT, 36(1-2), 72-99 [10.1080/0267257X.2019.1694566].
Mingione, M; Leoni, L
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/2108/225872
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