Firm Motivations for Shareholder Co-creation

Abstract

The present article, from corporate leader's points of view, explores and provides a framework for the reasons a firm will engage and co-create with shareholders. Although the practice of firms engaging in value creation with shareholders takes place with regular occurrence, little is known about the motivations behind this co-creation. Gaining an understanding into this behaviour can benefit practitioners who wish to develop a value creation relationship with some of their shareholders. Therefore, reason for this undertaking is to develop a conceptual foundation to understand the relationships firms form with their shareholders, where co-creation of value is concerned. Five corporate leader interviews enlighten the research itinerary. The potential reasons for a firm to engage in the co-creation of organizational goals serve as broad themes by which the study is created, analysis is directed and arguments are formatted. The results of the informant interviews provide a cohesive foundation on which to further explore shareholder brand co-creation.

Destination branding and co-creation: a service ecosystem perspective

“…Research respondents cited issues reflected in the literature and thereby principal common threads emerge from the critical examination of empirical evidence against theory. Co-creation initiatives (Kennedy, 2019) such as the sharing of ideas, brand skills and knowledge, creativity, expertise, facilities and technologies can instigate numerous interactions between the stakeholders (i.e. actors) along a stepwise process.…”