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Value Co-Creation, Social Media, and Marketing 3.0: Towards the Search for Competitive Advantage in Firms
| Content Provider | Semantic Scholar |
|---|---|
| Author | Garcia-Haro, Maria Angeles Martínez-Ruiz, María Pilar Cañas, Ricardo Martínez |
| Copyright Year | 2015 |
| Abstract | The aim of this chapter is to analyze a new concept value co-creation-that has emerged in the context of marketing and business management research. In today’s market environment, companies are continually pressured to innovate in order to attract and maintain consumer loyalty and gain and sustain competitive advantage in the market. First, this chapter identifies factors and variables that are leveraged to determine value co-creation in firms. Second, this chapter examines how the development of information and communication technologies-in particular, the Internet and social media networks-has become the main engine of the co-creation activity in a Marketing 3.0 context. Third, this chapter discusses the consequences and benefits of implementing such concepts on the achievement of competitive advantages for firms. |
| Starting Page | 99 |
| Ending Page | 119 |
| Page Count | 21 |
| File Format | PDF HTM / HTML |
| DOI | 10.4018/978-1-4666-8353-2.ch007 |
| Alternate Webpage(s) | http://www.igi-global.com/viewtitlesample.aspx?id=130564&ptid=123115&t=value+co-creation,+social+media,+and+marketing+3.0:+towards+the+search+for+competitive+advantage+in+firms |
| Alternate Webpage(s) | https://www.igi-global.com/viewtitlesample.aspx?id=130564&ptid=123115&t=value+co-creation,+social+media,+and+marketing+3.0:+towards+the+search+for+competitive+advantage+in+firms |
| Alternate Webpage(s) | https://doi.org/10.4018/978-1-4666-8353-2.ch007 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
