This paper deals with generic actors (consumers, business, etc.), highlighting the need for a constructivist and interactional view of identity, which can be defined as "co-created" by actors. Given the extant literature, it is a conceptuallly demonstrated that systems of aggregated interacting actors, or service ecosystems (Vargo and Lusch, 2016) in the Service-Dominant logic parlance (a mind-set widely embraced in modern marketing theory), can enable and constrain co-creation processes. The incorporation of the sociological and organizational perspectives on identity in the service ecosystem view of market can, in turn, enable new holistic behavioural market analyses. Thus, the originality of the paper stays in the systematization (in form of Propositions) of the conceptualizations on actor's identity within the modern maketing theory toward the affirmation of the "identity co-creation" concept.

A holistic view on identity in marketing: identity co-creation

Polese F.;Sarno D.
2018-01-01

Abstract

This paper deals with generic actors (consumers, business, etc.), highlighting the need for a constructivist and interactional view of identity, which can be defined as "co-created" by actors. Given the extant literature, it is a conceptuallly demonstrated that systems of aggregated interacting actors, or service ecosystems (Vargo and Lusch, 2016) in the Service-Dominant logic parlance (a mind-set widely embraced in modern marketing theory), can enable and constrain co-creation processes. The incorporation of the sociological and organizational perspectives on identity in the service ecosystem view of market can, in turn, enable new holistic behavioural market analyses. Thus, the originality of the paper stays in the systematization (in form of Propositions) of the conceptualizations on actor's identity within the modern maketing theory toward the affirmation of the "identity co-creation" concept.
978-88-943918-2-4
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11386/4718651
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