Lessons from arts experiences for servicedominant logic

• Published in: Marketing intelligence & planning 2009-09, Vol.27 (6), p.775-788
• Main Authors: Ramsey White, Tabitha, Hede, AnneMarie, Rentschler, Ruth
• Format: Article
• Language: English
• Subjects: Arts; Marketing; Marketing models; Relationship marketing
• ISSN: 0263-4503
• DOI: 10.1108/02634500910988672

Purpose The purpose of this paper is to consider whether art experiences can inform servicedominant logic SDL discourse through an exploration of the coproduction and cocreation processes of art experiences. Designmethodologyapproach Empirical knowledge gained about art experiences is analysed to identify emergent themes about coproduction and cocreation. Four modes of qualitative data collection are employed research participant diaries, photo elicitation, in depth interviews and focus groups. Findings Key findings are there are three stakeholders involved in the cocreation of art experiences, which all have critical and different roles cocreation and coproduction are both temporally based and evolving and there are points where they interact and intersect and high levels of engagement in coproduction enhance individuals' contribution to the cocreation of positive value and make their participation in future coproduction opportunities more likely. Research limitationsimplications The paper is exploratory and not a general population study. The methodology and sample of participants employed do not allow for the generalisation of the findings to the broader population. Practical implications Organisations may benefit from devising strategies to encourage greater dialogue and connection between all stakeholders involved in coproduction and cocreation. The higher the level of individuals' coproduction of art experiences the greater likelihood of positive value being cocreated. Furthermore, the greater the possibility of individuals engaging in other coproduction experiences in the future. While individuals are attracted to coproduction possibilities, there are factors that are external to an experience that can act as either barriers to or facilitators of coproduction, and that consequently impact on cocreation. Originalityvalue There is little extant research that explores the applicability of art experiences to SDL. This paper is significant in that it employs empirical research methods to develop knowledge on the topic. Furthermore, this paper is innovative in that it seeks to see whether the art experiences can inform generic marketing models, rather than whether generic marketing models can inform arts marketing.