Co‑Creation: Toward a Taxonomy and an Integrated Research Perspective

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Co‑Creation: Toward a Taxonomy and an Integrated Research Perspective

Vladimir Zwass

Abstract:

Enabled by the Internet-Web compound, co-creation of value by consumers has emerged as a major force in the marketplace. In sponsored co-creation, which takes place at the behest of producers, the activities of consumers drive or support the producers’ business models. Autonomous co-creation is a wide range of consumer activities that amount to consumer-side production of value. Thus, individuals and communities have become a significant, and growing, productive force in e-commerce. To recognize co-creation, so broadly understood, as a fundamental area of e-commerce research, it is necessary to at tain an integrated research perspective on this greatly varied, yet cohering, domain. The enabling information technology needs to be developed to suit the context. Toward these ends, the paper analyzes the intellectual space underlying co-creation research and proposes an inclusive taxonomy of Web-based co-creation, informed both by the extant multidisciplinary research and by results obtained in the natural laboratory of the Web. The essential directions of co-creation research are outlined, and some promising avenues of future work discussed. The taxonomic framework and the research perspective lay a foundation for the future development of co-creation theory and practice. The certainty of turbulent developments in e-commerce means that the taxonomic framework will require ongoing revision and expansion, as will any future framework.

Keywords:

Active consumption, co-creation, consumer roles, e-commerce research, taxonomic frameworks

Publicado en: International Journal of Electronic Commerce / Fall 2010, Vol. 15, No. 1, pp. 11–48. 

The autor is Gregory Olsen Endowed Chair and University Distinguished Professor of Computer Science and Management Information Systems at Fairleigh Dickinson University. He holds a Ph.D. in Computer Science from Columbia University. Professor Zwass is the founding editor-in-chief of the Journal of management Information Systems and of the International Journal of Electronic Commerce. He is also the founding editor-in-chief of the monograph series advances in management Information Systems, the objective of which is to codify the field’s knowledge and research methods. He is the author of six books and several book chapters, including entries in the Encyclopaedia Britannica, as well as of a number of papers in journals and conference proceedings. Dr. Zwass has received several grants, consulted for a number of major corporations, and is a frequent speaker to national and international audiences. He is a former member of the professional staff of the International Atomic Energy Agency in Vienna, Austria.