Handbook of Service Marketing Research
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Handbook of Service Marketing Research

Edited by Roland T. Rust and Ming-Hui Huang

The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today.
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Chapter 25: Creating social value through citizen co-creation

P.K. Kannan


Consider the following reports: "Malmo, Sweden, an industrial city in which the economy crashed and burned in the 1990s, has reinvented itself as a pioneer in sustainable development as an Ekostaden, or eco-city" (Bhalla 2011). This initiative involved "widespread solicitation and implementation of citizens' unique ideas," "government-encouraged innovation from architects and planners to enable 100% renewable energy" with citizens taking initiatives to insulate their own homes, plant herb and vegetable gardens to make their environment better. Similarly, the city of Curitiba in Brazil has developed a holistic urban plan to impact the environment in the area's green space, city transportation and recycling, which relies significantly on citizens taking their own initiatives (Green 2011). Finally, parents at Burning Tree Elementary School in Bethesda, Maryland, contribute hundreds of hours every year to help teachers and administrators in the school in co-creating and implementing lessons, not only for their own school but also for a sister school, Broad Acres Elementary, located in an economically disadvantaged neighborhood where parents do not have the time or resources to volunteer. These illustrations all make the above statement of Lincoln come alive.

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