Marketing and consumer resources for value co-creation processes

Recent marketing paradigms, such as the Dominant Logic of Service, the Logic and Science of Service, propose that value creation has changed, giving a predominant role to consumer participation in the processes of co-creation of value. Based on these paradigms, this project addresses the research question: How do consumers' resources and the processes of value co-creation influence in digital and offline contexts?
The general objective is to contribute to the marketing literature, through the development of models that can be empirically tested to demonstrate the influences that consumer resources (e.g., knowledge, skills, behaviors, etc.) have on the processes of value co-creation in different contexts. For this purpose, two are considered as a priority: the digital sphere, to deepen the knowledge of the resources that motivate consumers to engage in digital behaviors; and, in the field of environmental care, through the investigation of resources that motivate the environmental behavior of consumers. The project is part of the Marketing research line of the School of Management of the Universidad del Rosario.

This work will share insights with doctoral students of the marketing research line.
The environmental research is related with the master thesis of a student of the international exchange program with Mainz University.
Results could be used as an input for discussion with students of marketing and digital business.