4. Findings and discussion
Drawing from the fieldwork case and the review of the literature, two important dynamics in stakeholder value co-creation were identi- fied: (1) the motives that lead to co-creation, and (2) the resources that the organization of Expo2015 share with stakeholders to harness the co-creation process. A set of seven propositions frames these dynamics. 4.1. Why stakeholders engage in co-creation Most academic studies focused on consumers’ motivations to cocreate, while multi-stakeholders’ motivations have not been explored (Gyrd-Jones & Kornum, 2013). Consumers vary considerably in their interest and ability to engage usefully in co-creation tasks; the same was apparent in stakeholders. However, while consumers’ activities can be led by intrinsic motivations such as fun, enjoyment of the “flow” state (Füller, 2010) where individuals create for the sake of creation, stakeholder co-creation is mainly driven by extrinsic motives focused on the potential outcome in terms of economic results, long and shortterm goals, and specific externally-derived objectives. The findings of this study show that reputation enhancement, experimentation, and relationship motives, are the most salient and recurrent triggers to co-create Expo2015.
