Using the theory of the marketing firm, two articles that discuss how marketers in an organization can respond to behaviors resulting from co‐creational customer–customer exchanges. These two papers examine marketer and customer co‐creation processes within the context of bilateral contingencies.

Fagerstrøm, A., Bendheim, L. M., Sigurdsson, V., Foxall, G. R., & Pawar, S. (2019). The marketing firm and co‐creation: The case of co‐creation by LEGO. Managerial and Decision Economics.

Fagerstrøm, A., Bendheim, L. M., Sigurdsson, V., Pawar, S., & Foxall, G. R. (2019). The marketing firm and co‐creation: An empirical study of marketer and customer’s co‐creation process. Managerial and Decision Economics.