The topic of my 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.


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.

Conference Papers

  • Liljedal, K.T. and Berg, H. (2019), "Examining the role of non-participating consumers’ intention to co-create". Paper presented at the 25th NordicAcademy of Management Conference (NFF) 2019, Vaasa.

  • Berg, H., Liljedal, K.T. and Daunfeldt, S-O. (2019), "A review of consumer research about elderly consumers". Paper presented at the 25th NordicAcademy of Management Conference (NFF) 2019, Vaasa.

  • 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 AdvertisingEuropean 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).