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Value Co-Creation, Social Media, and Marketing 3.0: Towards the Search for Competitive Advantage in Firms

Value Co-Creation, Social Media, and Marketing 3.0: Towards the Search for Competitive Advantage in Firms

Maria Angeles Garcia-Haro, Maria Pilar Martinez-Ruiz, Ricardo Martinez Canas
Copyright: © 2015 |Pages: 21
ISBN13: 9781466683532|ISBN10: 1466683538|EISBN13: 9781466683549
DOI: 10.4018/978-1-4666-8353-2.ch007
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MLA

Garcia-Haro, Maria Angeles, et al. "Value Co-Creation, Social Media, and Marketing 3.0: Towards the Search for Competitive Advantage in Firms." Handbook of Research on Integrating Social Media into Strategic Marketing, edited by Nick Hajli, IGI Global, 2015, pp. 99-119. https://doi.org/10.4018/978-1-4666-8353-2.ch007

APA

Garcia-Haro, M. A., Martinez-Ruiz, M. P., & Canas, R. M. (2015). Value Co-Creation, Social Media, and Marketing 3.0: Towards the Search for Competitive Advantage in Firms. In N. Hajli (Ed.), Handbook of Research on Integrating Social Media into Strategic Marketing (pp. 99-119). IGI Global. https://doi.org/10.4018/978-1-4666-8353-2.ch007

Chicago

Garcia-Haro, Maria Angeles, Maria Pilar Martinez-Ruiz, and Ricardo Martinez Canas. "Value Co-Creation, Social Media, and Marketing 3.0: Towards the Search for Competitive Advantage in Firms." In Handbook of Research on Integrating Social Media into Strategic Marketing, edited by Nick Hajli, 99-119. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8353-2.ch007

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Abstract

The aim of this chapter is to analyze a new concept value co-creation-that has emerged in the context of marketing and business management research. In today's market environment, companies are continually pressured to innovate in order to attract and maintain consumer loyalty and gain and sustain competitive advantage in the market. First, this chapter identifies factors and variables that are leveraged to determine value co-creation in firms. Second, this chapter examines how the development of information and communication technologies-in particular, the Internet and social media networks-has become the main engine of the co-creation activity in a Marketing 3.0 context. Third, this chapter discusses the consequences and benefits of implementing such concepts on the achievement of competitive advantages for firms.

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