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1、外文翻译Towardatheoryofbrandco-creationwithimplicationsforbrandgovernanceMaterial:BusinessSourcePremierAuthor:Hatch,MaryJo;Schultz,Majken.ABSTRACTIn2004,PrahaladandRamaswamyanalyzedco-creationasarelativelynewandcriticaldevelopmentwithinthefieldofinnovation.Theyprovidedexa
2、mplesoffourbuildingblocksbywhichco-creationoccurs:dialogue,access,transparencyandrisk.Inthisarticle,werelatetheseelementstothephenomenonofbranding,extendingthebuildingblockframework,usingthemarketingconceptsofbrandcommunityandbrandco-creation.Weusedatafromalongitudina
3、lcasestudyoftheLEGOGroupanditsbrandcommunityLUGNETtoderivepropositionsfromourmarketing-basedreframingofco-creation.Ourfindingssuggestasimplifiedmodelbasedonthedimensionsofcompany/stakeholderengagementandorganizationalself-disclosure,whichwerecommendascentralconcernsto
4、thedevelopingtheoryofbrandco-creation.Weconcludebypresentingtheimplicationsthatourworksuggestsforbrandmanagementandbrandgovernance,includingthepossibilitythatbrandsmayallowsocietytoregaincontrolovermassiveinternationalcorporationslostduringtherecentperiodofglobalizati
5、on.Keywords:brandsandbranding;brandgovernance;co-creation;company/stakeholderengagement;organizationalself-disclosureIntroductionConsiderableresearchpointstotheproactiverolesconsumersplayinthecreationofvalueforcompanies.Theconceptofco-creationwasanextensionoftheideade
6、velopedbyresearchersinterestedinuserdrivenproductinnovation.Asthecocreationeffortstheystudieddemonstratedimpressiveincreasesinvalue,thephenomenongarneredconsiderableattentionoutsidetheinnovationfieldinwhichitspreadtomarketingand,morerecently,tobranding.Inthecaseofbran
7、ding,co-creationexpandstoembraceotherstakeholdersthanconsumers.MerzandVargo,ChristodoulidesandGregory6haveallequatedco-creationwiththeeraofstakeholder-focusedbranding,withMerz13andVargocallingcocreation‘anewbrandlogic’.Meanwhile,IndandBjerkedefinedstakeholderparticipa
8、tioninbrandco-creationasanissueofbrandgovernance,largelybecauseitimpliesthatorganizationssharecontrolovertheirbrandswithstak
