The topic of by PhD dissertation was communication in consumer co-creation. I have since continued exploring this area in my research.
At a very basic level, consumer co-creation means that two or more actors create something of value together. For example, this could be a company developing a new product or service together with its customers.
In my research I am particularly interested in how the non-participating consumers, that do not themselves participate in the co-creation, react to a company that advertises co-created products and services. This is an important field since the majority of a company’s customers will never be involved in the actual co-creation.
This field of research is not limited to new product and service development. Indeed, I have also explored co-creation in as varied contexts as the healthcare sector, journalism, retailing and advertising.
Liljedal, K. T. and Dahlén, M. (2018), “Consumer Response to Other Consumers’ Participation in New Product Development”, Journal of Marketing Communications, 24 (3).
Lange, F., Rosengren, S., Colliander, J., Hernant, M., and Liljedal, K.T. (2018), “Bridging Theory and Practice in an Applied Retail Track”, Journal of Marketing Education, 40 (1) : 6-16.
Söderlund, M., Colliander, J., Karsberg, J., Liljedal, K. T., Modig E., Rosengren, S., Sagfossen, S., Szugalski, S., and Åkestam, N. (2017), "The allure of the bottle as a package: An assessment of perceived effort in a packaging context", Journal of Product and Brand Management, 26 (1): 91-100.
Liljedal, K. T. (2016), “Konsumenter i co-creation – om ”giveashitability” i produkt- och tjänsteutveckling”, Management of Innovation and Technology, 4 (December): 10-11.
Essén, A., Värlander, S. W., and Liljedal, K. T. (2016) "Co-production in Chronic Care: Exploitation and Empowerment”, European Journal of Marketing, 50 (5/6): 724-751.
Liljedal, K. T. (2016), "The Effects of Advertising Consumer Co-Created New Products. A Brand-Alliance Framework Model Can Predict Perceptions About Co-Created Brands and Their Creators", Journal of Advertising Research, 56 (1): 53-63.
Söderlund, M., Liljander, V., Gummerus, J., Hellman, P., Lipkin, H., Oikarinen, E-L., Sepp, M. and Liljedal K. T. (2014), “Preferential Treatment in the Service Encounter”, Journal of Service Management, 25 (4): 512-530.
Books och book chapters
Liljedal, Karina T. (2016), ”Communicated consumer co-creation. Consumer response to consumer co-creation in new product and service development”. Doctoral dissertation, Stockholm School of Economics.
Töndevold Liljedal, K (2013), ”Företag som samarbetar med konsumenter: Co-creation som tjänsteinnovation. In: Andersson P, Axelsson B & Rosenqvist C (Red.), Det nya tjänstesamhället, SIR:s Årsbok 2013, Studentlitteratur, Lund.
Liljedal, K.T. and Berg, H. (2018), "Consumer responses to pictures of co-creating consumers in marketing communications". Paper presented at the 6th Nordic Retail and Wholesale Conference (NRWC) 2018, Reykjavik.
Schüler, M., Fee Maier, M., and Liljedal, K.T. (2018), "Motives and barriers affecting consumers’ co-creation in the physical store". Paper presented at the 6th Nordic Retail and Wholesale Conference (NRWC) 2018, Reykjavik.
Söderlund M., Colliander, J., Karsberg, J., Liljedal, K. T. and Åkestam N. (2016), "The power of the bottle: Revisiting the package as a communication tool and its impact on the consumer". Paper presented at EMAC 2016, Oslo.
Töndevold, K., Colliander, J., and Modig, E. (2013), “Could It Be Best To Avoid Consumers in New Product Development? Exploring the Impact on Brand Uniqueness and Self-Brand Connection”. Paper, EMAC, Istanbul.
Liljedal, K.T. (2013), “Advertised Co-Creation: When to Mention the Product Was Co-Created With Consumers”. Paper presented at the 22nd Nordic Academy of Management Conference, Reykjavik.
Söderlund, M., Liljander, V., Gummerus, J., Lipkin, M., Oikarinen, E-L., Hellman, P., Sepp, M., and Töndevold Liljedal, K. (2013), “Giving the Customer the Little Extra: A Call For Caution”. Paper presented at the QUIS13 symposium, Karlstad.
Modig, E., Colliander, J., and Töndevold, K. (2012), “How Art in Advertisements Influence Advertising Effectiveness”. Paper presented at EMAC, Lisbon.
Töndevold, K., Dahlén, M., and Heinonen, K. (2012), “A Matter of Equity: Effects of Other Consumers’ Engagement in New Product Development”. Paper presented at ICORIA, Stockholm.
I also serve as an ad hoc reviewer for Journal of Advertising, European Journal of Marketing, Journal of Product and Brand Management, and Creativity and Innovation Management, and I have also reviewed conference papers for the Academy of Marketing Science and EMAC (European Marketing Academy Conference).