Co-Construction of Experiences During Co-Creation: A Conceptual Framework and a Research Agenda

Abstract

Viewing marketing from non-positivist and relativist perspective renders opportunities to focus on the social construction of experiences of involved participants. There is a lack of substantial studies to help facilitate mutually rewarding co-construction of experiences among participants engaged in co-creation activities. This paper provides a conceptual framework using the concepts of autocatakinetic systems and experiential learning to facilitate designing affordances for co-creation along with a research agenda valuable for researchers and practitioners.