Monica will attend the International Marketing Trend Conference (IMTC) in Rome from January 20-22, 2022. She will present the article What if ressoureces were in comptetition? The consumer’s resistance ton integrate ressources according to S-D logic.
“This research is concerned with clarifying the mechanism by which consumers integrate business resources. Compared with previous research, which focused primarily on consumer skills and motivations to integrate resources, our perspective seeks to understand the reasons for refusal of integration. We conducted our research in small, geographically dispersed networks of consumers who avoid using the delivery services offered by the stores, but who transport or send products and brands to each other. Twenty-nine consumer interviews, twenty-two mobile self-videographies and three interviews with marketing/business sales experts allowed us to understand the practices and meaning given by consumers to the various resources offered by the company. Our results show that consumers can perceive resources competing with each other and resist their integration by blocking the co-creation of value. Risks to business and practical proposals will be discussed.”