Collective-conflictual value co-creation : A strategic action field approach. / Laamanen, Mikko; Skålén, Per.

In: Marketing Theory, Vol. 15, No. 3, 01.09.2015, p. 381-400.

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 Sep 2015
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

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