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Power asymmetry and value creation in B2C relationship networks

Marcin Wieczerzycki

Marcin Wieczerzycki

Department of International Marketing, Poznań University of Economics and BusinessPoznań, Poland
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Wieczerzycki, Marcin
  
Jun 30, 2021
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Article Category: Conceptual Paper
Published Online: Jun 30, 2021
Page range: 161 - 176
Received: Feb 20, 2020
Accepted: Feb 26, 2021
DOI: https://doi.org/10.2478/ijme-2021-0006
Keywords
© 2021 Marcin Wieczerzycki, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Comparison between three types of B2C relationship networks

Characteristic B2C Network type
Public Community Tribe
Power asymmetry High Medium Low
Position of the company in the network structure Central Central Peripheral
Unifying trait Consumption of company-produced content Brand-related consumption and production Symbols, ways of life, rituals
Character Modern (Gesellschaft) In-between modern and postmodern (Gesellschaft and Gemeinschaft) Postmodern (Gemeinschaft)
Main mode of value creation Crowdsourcing Community projects Creation of meaning
Language:
English
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4 times per year
Journal Subjects:
Business and Economics, Political Economics, Economic Theory, Systems and Structures, Business Management, Management Accounting, Financial Controlling, Cost Calculation, Investment
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