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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
  
30 giu 2021
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Categoria dell'articolo: Conceptual Paper
Pubblicato online: 30 giu 2021
Pagine: 161 - 176
Ricevuto: 20 feb 2020
Accettato: 26 feb 2021
DOI: https://doi.org/10.2478/ijme-2021-0006
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© 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
Lingua:
Inglese
Frequenza di pubblicazione:
4 volte all'anno
Argomenti della rivista:
Economia e business, Economia politica, Teoria economica, sistemi e strutture, Business management, Contabilità gestionale, controllo finanziario, calcolo dei costi, investimenti
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