Managing Communities of Co-creation around Consumer Engagement Styles
Bibliographic record
Abstract
How does co-creation create value for the firm and consumers, and how can firms manage co-creation communities more effectively? This article utilizes interview and online data collected from two firm-managed co-creation communities with differing span, trajectory, and success to understand how value is created for the firm and the consumers. We first establish four types of engagement styles based on how participants differ in their skill and community orientations. Then we describe how each group derives value from their co-creation activities and how these practices benefit the firm. Finally, we suggest guidelines to effectively manage these communities and address member needs and motives so that the firm can maximize value for all community stakeholders. Our work also provides insights on why some co-creation projects thrive and others do not.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.007 | 0.018 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.002 | 0.001 |
| Science and technology studies | 0.005 | 0.005 |
| Scholarly communication | 0.007 | 0.006 |
| Open science | 0.001 | 0.009 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.003 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".