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. Obviously, they need to communicate to get this done. Seems easy, but it is not always so.
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.
Additionally, I am also involved in co-creation in the healthcare sector where patients are asked to co-produce some of their healthcare. How this form of co-creation is communicated to the patients is of great importance.
- 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.
- Liljedal, K. T. and Dahlén, M. (forthcoming), “Consumer Response to Other Consumers’ Participation in New Product Development”, Journal of Marketing Communications.
- Söderlund, M., Colliander, J., Karsberg, J., Liljedal, L. T., Modig E., Rosengren, S., Sagfossen, S., Szugalski, S., and Åkestam, N. (forthcoming), "The allure of the bottle as a package: An assessment of perceived effort in a packaging context", Journal of Product and Brand Management, 25 (6).
- 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.
- 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, and Creativity and Innovation Management, and I have also reviewed conference papers for the Academy of Marketing Science and EMAC (European Marketing Academy Conference).