Resource integration, value creation and value destruction in collective consumption contexts

Bruce, Helen and Wilson, Hugh N. and Macdonald, Emma K. and Clarke, Beverly (2019) Resource integration, value creation and value destruction in collective consumption contexts. Journal of Business Research, 103. pp. 173-185. ISSN 0148-2963

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Abstract

How consumers coordinate to create value in collective consumption contexts is of wide interest. While resource integration provides a promising theoretical lens, research has not yet examined collective resource integration. This article explores resource integration around subscription television use, through systemic interviews within households. A resulting framework relates five resource types to six resource integration activities: resource assembly, resource mastery, resource optimization, usage event planning, real-time usage design, and resource reflection. These interwoven activities enrich the prior view of resource integration as combining and applying resources. Furthermore, whereas literature assumes resource integration to be an individual process, each activity is observed to be undertaken collectively as well. Whether resource integration results in value creation or destruction depends upon consumers' agency over shared resources, their individual and collective mastery of those resources, resources' integrable quality, and the quality of collaboration between resource-integrating consumers. A new definition of resource integration is derived.