Les pratiques de co-création dans l’industrie de divertissement: une analyse critique des dynamiques du marche

Kristine De Valck; Dina Rasolofoarison

Les pratiques de co-création dans l’industrie de divertissement: une analyse critique des dynamiques du marche

Translated title of the contribution: Co-creation practices in the entertainment industry: a critical analysis of marketplace dynamics

Kristine De Valck, Dina Rasolofoarison

Marketing & Strategy

Research output: Chapter in Book/Published conference output › Conference publication

Abstract

In this paper, we critically examine entertainment industry practices to better understand the functioning of the new services marketing paradigm. The value creation process is no longer always first prescribed by the industry; the marketplace takes the lead through fans, media, and commentators. We look at how the human brand ‘Kamini’ is co-created in the marketplace and the roles of the various market forces (industry, artist, consumers, and media) in the meaning-making process. In line with Zwick, Bonsu, and Darmody (2008), we claim that reality is not as wonderful as theory promises and that equal participation has not yet been achieved.

Translated title of the contribution	Co-creation practices in the entertainment industry: a critical analysis of marketplace dynamics
Original language	French
Title of host publication	Actes du 25e Congrès International de l’AFM – Londres, 14 et 15 mai 2009
Publication status	Published - 2009
Event	25e Congrès International de l’AFM - London, United Kingdom Duration: 14 May 2009 → 15 May 2009

Conference

Conference	25e Congrès International de l’AFM
Country/Territory	United Kingdom
City	London
Period	14/05/09 → 15/05/09

Keywords

co-creation
netnography
entertainment industry
viral diffusion
buzz marketing

Cite this

@inproceedings{07f74f93cbfa439e8a601089fab8ec62,

title = "Les pratiques de co-cr{\'e}ation dans l{\textquoteright}industrie de divertissement: une analyse critique des dynamiques du marche",

abstract = "In this paper, we critically examine entertainment industry practices to better understand the functioning of the new services marketing paradigm. The value creation process is no longer always first prescribed by the industry; the marketplace takes the lead through fans, media, and commentators. We look at how the human brand {\textquoteleft}Kamini{\textquoteright} is co-created in the marketplace and the roles of the various market forces (industry, artist, consumers, and media) in the meaning-making process. In line with Zwick, Bonsu, and Darmody (2008), we claim that reality is not as wonderful as theory promises and that equal participation has not yet been achieved. ",

keywords = "co-creation, netnography, entertainment industry, viral diffusion, buzz marketing",

author = "{De Valck}, Kristine and Dina Rasolofoarison",

year = "2009",

language = "French",

booktitle = "Actes du 25e Congr{\`e}s International de l{\textquoteright}AFM – Londres, 14 et 15 mai 2009",

note = "25e Congr{\`e}s International de l{\textquoteright}AFM ; Conference date: 14-05-2009 Through 15-05-2009",

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T1 - Les pratiques de co-création dans l’industrie de divertissement

T2 - 25e Congrès International de l’AFM

AU - De Valck, Kristine

AU - Rasolofoarison, Dina

PY - 2009

Y1 - 2009

N2 - In this paper, we critically examine entertainment industry practices to better understand the functioning of the new services marketing paradigm. The value creation process is no longer always first prescribed by the industry; the marketplace takes the lead through fans, media, and commentators. We look at how the human brand ‘Kamini’ is co-created in the marketplace and the roles of the various market forces (industry, artist, consumers, and media) in the meaning-making process. In line with Zwick, Bonsu, and Darmody (2008), we claim that reality is not as wonderful as theory promises and that equal participation has not yet been achieved.

AB - In this paper, we critically examine entertainment industry practices to better understand the functioning of the new services marketing paradigm. The value creation process is no longer always first prescribed by the industry; the marketplace takes the lead through fans, media, and commentators. We look at how the human brand ‘Kamini’ is co-created in the marketplace and the roles of the various market forces (industry, artist, consumers, and media) in the meaning-making process. In line with Zwick, Bonsu, and Darmody (2008), we claim that reality is not as wonderful as theory promises and that equal participation has not yet been achieved.

KW - co-creation

KW - netnography

KW - entertainment industry

KW - viral diffusion

KW - buzz marketing

UR - http://www.afm-marketing.org/document.aspx?id=11896

M3 - Conference publication

BT - Actes du 25e Congrès International de l’AFM – Londres, 14 et 15 mai 2009

Y2 - 14 May 2009 through 15 May 2009

ER -

Les pratiques de co-création dans l’industrie de divertissement: une analyse critique des dynamiques du marche

Abstract

Conference

Keywords

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