Purpose In the co-creation process from a network perspective, service is produced, designed, and evaluated entirely by actors with dynamic roles less participation firm's employees in process. The purpose of this paper to develop theoretical model that represents environmental stimuli value perceptions contribute behaviour an online network. Design/methodology/approach A total 36 semi-structur...

Staff-student partnership activity continues to increase across the higher education sector, expanding encompass a broad range of initiatives. Numerous frameworks and typologies have been proposed help organise literature facilitate comparisons among different types partnerships. The research reported here draws on case study quality-enhancement staff-student identify stages co-creation process...

Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...

Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...

Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...