The coproduction construct and the decision to coproduce: managerial implications in the service context

The purpose of this study is to explicate a comprehensive framework of consumer coproduction behaviour based on the principles of buyer behaviour and consumer behaviour theories. A comprehensive review of the coproduction literature both from inside and outside the marketing discipline was conducted with specific reference to studies relating to the private and the public value aspects of consumer coproduction behaviour. The literature review is combined with relevant aspects of the buyer behaviour and the consumer behaviour theories in developing a comprehensive framework of consumer coproduction behaviour. This study contributes to the literature by: 1 developing a definition of coproduction that recognises two non-firm categories of derived benefit or value from coproduction activities – individual derived value or public derived value 2 explicating a comprehensive framework of the coproduction decision process.