Communication Dans Un Congrès Année : 2025

Exploring value cocreation impact on marketing performance: Value cocreation orientation, responsive and proactive market orientation and marketing functional power

Explorer l'impact de la co-création de valeur sur la performance marketing : orientation co-création de valeur, orientation marché réactive et proactive, et pouvoir de la fonction marketing.

Résumé

Due to a lack of empirical evidence, we ignore which are the performance outcomes of implementing value cocreation principles in marketing practice. In this research, we conceptualize value cocreation as a strategic orientation that guides firm's conduct of marketing and that is manifested in unique managerial behaviors and mindset. We examine value cocreation orientation (VCCO) within a comprehensive model that illuminates the organizational context enhancing its outcomes, including responsive market orientation, proactive market orientation, and the functional power of marketing. Drawing on two surveys of French marketing managers, which we analyzed through PLS-SEM, our results show that VCCO (1) has a significant effect on performance, (2) mediates the relationship between both responsive and proactive market orientations and performance, (3) exerts an effect which is positively moderated by the functional power of marketing.

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Dates et versions

hal-05008140 , version 1 (04-04-2025)

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  • HAL Id : hal-05008140 , version 1

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Carole Charbonnel, Pierre Valette-Florence. Exploring value cocreation impact on marketing performance: Value cocreation orientation, responsive and proactive market orientation and marketing functional power. 54th annual conference of the European Marketing Association, EMAC, May 2025, Pozuelo de Alarcon (Madrid), Spain. ⟨hal-05008140⟩
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