Examining the Role of Consumer Autonomy in Co-Production Platforms: An Extended Abstract

Abstract

The upsurge in the use of social media and technological innovations has provided organizations with many opportunities to invite customers to participate in their activities (Heidenreich et al. 2015). One way in which customers can participate is through co-production. Etgar (2008) defines co-production as involving customers in one or more of the production stages, such as initiating, designing, manufacturing, or other processing activities leading to a creation of an output, which will be used/consumed.