Embodied knowledge in customer experience: reflections on yoga

Kuuru, Tiina-Kaisa

doi:10.1080/10253866.2022.2025783

Cited by 13 publications

(18 citation statements)

References 54 publications

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“…In evocative autoethnography, the focus is directed towards the personal, affective and embodied experiences of the researcher to better understand a cultural phenomenon at hand (Ellis, 2013). Grasping affect as a bodily sensation and body memory is grounded in nuanced body reflexivity (Valtonen and Haanpää, 2018; Kuuru, 2022). This makes the researcher’s body a key instrument in creating such account.…”

Section: Methodological Implications For Researching Choreographiesmentioning

confidence: 99%

“…Yet, due to the multi-dimensional basis of the discussion, there are still many ways to construct consumer/customer-centric value formation (McColl-Kennedy and Cheung, 2018, p. 69). One of the latest developments is the idea of value-in-experience claiming that firms can only propose possibilities but the actual value builds in the lifeworld of the customer through the integration of different resources (Vargo and Lusch, 2008; Helkkula et al , 2012; Jaakkola et al , 2015; Kuuru, 2022).…”

Section: Previous Research On Value Co-creationmentioning

confidence: 99%

“…In this article, I focus on furthering value-in-experience thinking (Helkkula et al , 2012; Kuuru, 2022). As proposed by Helkkula et al (2012, pp.…”

Section: Previous Research On Value Co-creationmentioning

confidence: 99%

“…The plethora of research on value-in-experience has only tenuously touched, the spatiality of the experience and the knowledge it mobilises. Because knowledge is considered a central resource for building value in co-creation processes, it should be more carefully scrutinised to better understand the different forms of knowledge that are being mobilised in value co-creation (Kuuru, 2022; see also García-Rosell et al , 2019). Next, I discuss the concept of choreography as a possibility to further understand the relations between space, experience and knowledge in value co-creation.…”

Section: Previous Research On Value Co-creationmentioning

confidence: 99%

“…719–720), I propose that the concept holds analytic power in relation to value co-creation at least from the following viewpoints. It connects the idea of knowledge with embodiment and views the co-creation of value as performative (see also Haanpää, 2017; Kuuru, 2022). Thus, it also taps into processual onto-epistemologies in which moving bodies navigate the spaces of value co-creation with/in materialities and other human and non-human agents.…”

Section: Conceptualising Value Co-creation As Choreographymentioning

confidence: 99%

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Co-creation as choreography

Haanpää

2022

QMR

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Purpose This study aims to propose a novel concept of choreography as a way of understanding co-creation of value and thus develops the spatial analytical dimensions of co-creation theorising. Design/methodology/approach This conceptual paper contemplates the meanings and possibilities of leveraging the theoretical underpinnings of value co-creation, from the viewpoint of value-in-experience. Findings The concept of choreography opens up a way to read knowledge as movement. It enables a way to elaborate on both the phenomenological and non-representational aspects of co-creation processes. Conceptualising co-creation through such a lens, where knowing is seen as an on-going, spatio-temporal and affective process formed in movement, posits opportunities to further understand the value co-creation practices of experiences. Choreography gives access to the kinaesthetic and affective nature of knowing gained in and through different spatio-temporal contexts and can, in turn, be mobilised in others. Originality/value Only a few studies have conceptualised co-creation in relation to a spatio-temporal phenomenon. Notably, this study connects co-creation with mobilities and thus constructs a novel view of knowledge and value creation.

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Section: Methodological Implications For Researching Choreographiesmentioning

confidence: 99%

Section: Previous Research On Value Co-creationmentioning

confidence: 99%

“…In this article, I focus on furthering value-in-experience thinking (Helkkula et al , 2012; Kuuru, 2022). As proposed by Helkkula et al (2012, pp.…”

Section: Previous Research On Value Co-creationmentioning

confidence: 99%

Section: Previous Research On Value Co-creationmentioning

confidence: 99%

Section: Conceptualising Value Co-creation As Choreographymentioning

confidence: 99%

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Co-creation as choreography

Haanpää

2022

QMR

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Eco‐restrictive experiences forming extraordinary consumer experiences

Barros

Casotti

2023

J of Consumer Behaviour

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This article contributes to different research traditions when proposes to reflect on theoretical fields, such as consumer culture and contemporary marketing. The study in a tourist and ecological conservation project revealed eco‐restricted extraordinary experiences. We found a group of volunteers that build meanings and practices connected with new actions and habits that offer, not only ecological and sustainable benefits, but new value consumption relations. In contextualizing our findings, we highlight experiences and curiosities that are glossed over in academic and practical accounts that celebrate the extraordinary experience. It was observed, by analyzing data from various qualitative techniques, that the findings cross borders of mundane ingrained practices and bring an emerging domain, where both, consumption and anti‐consumption experiences, offer insights into to a diversity of areas of knowledge.

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