Collective-conflictual value co-creation: A strategic action field approach

Mikko Laamanen, Per Skålén

Research output: Contribution to journalArticlepeer-review


Drawing on the theory of strategic action fields, this article explores a collective–conflictual perspective on value co-creation. Following recent developments and calls for research with a holistic outlook, we review streams of research that discuss both collective and discordant elements in social relations and subsequently relate this to value co-creation. We outline a conceptual framework for value co-creation, focusing on collective action that includes various actors, interactions, practices, and outcomes. This article pioneers the underdeveloped collective–conflictual perspective on value co-creation. Our framework enables empirical research in value co-creation that accounts for multiple actors nested in fields of collective action.
Original languageEnglish
Pages (from-to)381-400
Number of pages20
JournalMarketing Theory
Issue number3
Early online date29 Dec 2014
Publication statusPublished - 1 Sept 2015

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