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  • 1.
    Fyrberg, Anna
    Stockholm University, Faculty of Social Sciences, School of Business.
    Co-creating and Re-creating Value: a study of how value propositions become value in a sport sponsorship contextManuscript (preprint) (Other academic)
    Abstract [en]

    Despite an impressive number of studies on value co-creation, the existing literature has not properly acknowledged the notion that collaborating actors may not necessarily have comparable or equal possibilities to gain from co-creation processes. The present study investigates the case of sport sponsoring by analyzing the interactive and co-creative process between two dissimilar actors: non-profit sport organizations (providers) and commercial sponsors (customers). By identifying customer practices, the present study provides a systematization of how value propositions “turn into” value. In addition, the present study demonstrates that the procedures during which value propositions convert from resource promises to value are dependent on actors’ shifting discrepancies, which also foster their operant resources. Based on this, the present study argues that actors’ shifting goals and various operant resources are “creative” for the collaboration and future value co-creation. 

  • 2.
    Fyrberg, Anna
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    The Certain Uncertainty: Service Marketing And Risk - The Reverse Logic Of Sport Sponsoring2010Conference paper (Refereed)
  • 3.
    Fyrberg, Anna
    Stockholm University, Faculty of Social Sciences, School of Business.
    The Olympic Equestrian Games: brand collaboration and associations within a destination and a sports event2008In: International Journal of Sports Marketing and Sponsorship, Vol. 9, no 4Article in journal (Refereed)
  • 4.
    Fyrberg, Anna
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Juriado, Rein
    What about interaction? Networks and brands as integrators within service-dominant logic2009In: International Journal of Service Industry Management, ISSN 0956-4233, E-ISSN 1758-6704, Vol. 20, no 4, p. 420-432Article in journal (Refereed)
    Abstract [en]

    The paper conceptualizes the key actors involved in the co-creation process as Brand Governor, Providers and Customers. In addition, it proposes an advancement of the service brand-relationship-value triangle introduced by Brodie et al. by linking the key processes and actors in the triangle. It is found that the network approach provides a deeper understanding of how actors integrate with one another and how this interaction leads to co-created outcomes that can be translated into value

  • 5.
    Fyrberg, Anna
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Söderman, Sten
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Varumärkets betydelse inom idrottsrörelsen: ett sponsorperspektiv2009Report (Other academic)
  • 6.
    Fyrberg Yngfalk, Anna
    Stockholm University, Faculty of Social Sciences, School of Business.
    Co-Creating Value: Reframing Interactions in Service Consumption2011Doctoral thesis, comprehensive summary (Other academic)
    Abstract [en]

    How producers and consumers interact in the market and integrate resources is fundamental for our understanding of how value and value creation develop in contemporary economy. Value co-creation in markets has gained renewed interest in marketing theory. The existing literature has predominantly focused on emphasizing either how co-creation processes are organized from a provider perspective or how consumers create value in their consumption practices. In taking either a service-provider or consumption perspective, previous research disregards the complexity of interactions between two or more actors, and that interactions often are characterized by tensions and conflicts. The aim of this thesis is therefore to analyze how constellations of various actors interact to co-create value, and to demonstrate possible implications for marketing theory and research on value co-creation. This is done by examining different constellations of actors’ interactions, emphasizing organization and consumption of services in sport and tourism, two fruitful contexts for investigating complex actor constellations.

    In marketing theory, Service Dominant logic (S-D logic) has evolved into a key framework for conceptualizing and organizing value co-creation. The focus on the organization of value co- creation has occurred at the expense of emphasizing actors’ rich and varied competences and the contextual conditions that permeate actors’ interactions. Therefore, as another contribution, the present thesis further bridges S-D logic with socio-cultural oriented consumption theory on meaning creation, and how available recourses are made use of by organizations and consumers. Drawing on these two frameworks, and by conducting 52 interviews with respondents from actor groups, this thesis provides a systematization of interactions, demonstrating that value co-creation is dependent on the constellation of actors, their often contradicting interests and their various competences. The following types of interactions for value co-creation are suggested: converged, diverged, disjointed and fragmented.

  • 7.
    Fyrberg Yngfalk, Anna
    Stockholm University, Faculty of Social Sciences, Stockholm Business School. Ersta Sköndal högskola, Sverige.
    Idrottssponsring och etik2014In: I gråzonen: en antologi om idrottens etiska utmaningar / [ed] Christine Dartsch, Johan R Norberg & Johan Pihlblad, Stockholm: Centrum för idrottsforskning , 2014, p. 85-97Chapter in book (Other (popular science, discussion, etc.))
  • 8.
    Fyrberg Yngfalk, Anna
    Stockholm University, Faculty of Social Sciences, Stockholm Business School.
    ‘It’s not us, it’s them!’– Rethinking value co-creation among multiple actors2013In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 29, no 9-10, p. 1163-1181Article in journal (Refereed)
    Abstract [en]

    Marketing theory has conceptualised value co-creation through research on provider and consumer resource integrations. Little attention, however, has been devoted to how companies, consumers, and other stakeholders interact and co-create value in the context of multiple interactions. This study, therefore, explores co-creation by investigating the football experience, which is characterised by often-complex relations of multiple actors involved. Through a sociocultural perspective, actors’ resource integration is understood as being dependent on the shifting and contradicting interests of actors, which renders actors both enabled and also constrained in their interactive processes. This study demonstrates that actors’ contradictory resource integrations and interactions are fundamental for value to be co-created, since they give rise to new interpretations and meaning creations. In conclusion, the study reveals regulations, the media, and the collective strength of consumers to be unbalancing and yet creative mechanisms within the value co-creation process.

  • 9.
    Fyrberg Yngfalk, Anna
    Stockholm University, Faculty of Social Sciences, School of Business.
    Multiple Actors’ Value Co-creation: Re-thinking Interactions within S-D logicManuscript (preprint) (Other academic)
    Abstract [en]

    In the S-D logic conceptualisation of value co-creation, much attention has been directed to actors’ resource integrations. However, little attention has been devoted to how companies consumers and other stakeholders interact and co-create value within multiple interactions. This study explores multiple actors’ creation of the football experience. Through a sociocultural perspective on value co-creation, actors’ resource integration is problematised as dependent on various interests, making actors both enabled and constrained in their co-creative interactive processes. Moreover, this study demonstrates that actors’ various, and often contradictory resource integrations and interactions are creative as they lead to new interpretations, meanings and values. 

  • 10.
    Fyrberg Yngfalk, Anna
    et al.
    Stockholm University, Faculty of Social Sciences, School of Business.
    Cova, Bernard
    Kedge Business School.
    Pace, Stefano
    Kedge Business School.
    Skålén, Per
    Karlstad University.
    Control and Power in Online Consumer Tribes: The Role of Confessions2013In: Research in Consumer Behavior, ISSN 0885-2111, Vol. 15, p. 325-350Article in journal (Refereed)
    Abstract [en]

    Confessions are said to be important for members’ tribal experiences and they are usually ascribed religious meanings in existing research on consumer tribes. This suggests that confessions have a regulative role for tribal life. By employing the Foucauldian notion of pastoral power, the present study explores confession practices and examines how control is manifested.

    The study is based on a netnographic study and analysis of tribal members’ confessions across three online consumer tribes devoted to opera (Loggionisti, who are opera aficionados of the La Scala theatre in Milan, Italy), sports (football and hockey fans of Djurgården, Sweden), and cars (Alfa Romeo owners).

    We demonstrate how confessions align consumers with the common tribe ethos and how this constitutes members into various subject positions, which are fundamental social processes for reinforcing the tribe. More specifically, it demonstrates four types of subject positions: the ‘pastor’, ‘regular sheep’, ‘good sheep’ and ‘black sheep’, and how these subject positions regulate the actions of tribe members.

    The present study theorizes how control is manifested and facilitated in consumer tribes. The study also explicates the confession and its role as a religious regulating practice fundamental for the life of a consumer tribe.

    Community managers can recognize the different subject positions that emerge within a community and help facilitate the interactions among community members.

    Previous studies are silent about how confessions reproduce control in consumer tribes. The present study highlights confession practices and the constitution of subject positions, which regulate as well as reinforce consumer tribes.

  • 11.
    Fyrberg Yngfalk, Anna
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School.
    Yngfalk, Carl
    Stockholm University, Faculty of Social Sciences, Stockholm Business School.
    Servicing the Body: power, Service Systems and Consumer Wellbeing2013In: Proceedings of the 38th Annual Macromarketing Conference / [ed] Detlev Zwick and Sammy Bonsu, Toronto: Macromarketing Society Inc., 2013, p. 52-53Conference paper (Refereed)
  • 12.
    Yngfalk, Carl
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Centre for Organizational Research (SCORE). Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Fyrberg Yngfalk, Anna
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing. Ersta Sköndal University College, Sweden.
    Creating the cautious consumer: Marketing managerialism and bio-power in health consumption2015In: Journal of Macromarketing, ISSN 0276-1467, E-ISSN 1552-6534, Vol. 35, no 4, p. 435-447Article in journal (Refereed)
    Abstract [en]

    This study examines the power and potential of marketing in the proliferation of health discourses in society. More specifically, drawing on a Foucauldian bio-political framework, it undertakes a discourse analysis of a commercial weight-loss program and the service marketing managerialism it actualizes, focusing on the interactions between service workers and consumers. The study contributes to recent discussions concerning the governmentality of marketing and its effects on consumer well-being by showing how people are invested in identity work in which the body becomes a site of collective control in consumer culture. The study reveals how service marketing is infused with bio-power, which simultaneously spurs people to lose weight and constructs them as cautious consumers that embody increased levels of self-care, control, anxiety and stress. Finally, it is argued that this continuous creation of bodily distress functions as a key mechanism of the contemporary market economy under neoliberal capitalism.

  • 13.
    Yngfalk, Carl
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing. Stockholm University, Faculty of Social Sciences, Stockholm Centre for Organizational Research (SCORE).
    Fyrberg Yngfalk, Anna
    Stockholm University, Faculty of Social Sciences, Stockholm Business School. Ersta Sköndal University College.
    Governing Consuming Bodies: Neo-liberal Marketing Managerialism and Consumers’ Struggle with Losing Weight2014In: Proceedings for the 9th Consumer Culture Theory Conference, 2014Conference paper (Refereed)
1 - 13 of 13
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