Kleinaltenkamp, M., Brodie, R., Frow, P. and Hughes, T. (2012) Resource integration. Marketing Theory, 12 (2). pp. 201-205. ISSN 1470-5931 Available from: http://eprints.uwe.ac.uk/16701
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Publisher's URL: http://dx.doi.org/10.1177/1470593111429512
We identify five themes relevant to gaining a clearer understanding of the role of social and economic factors in resource integration. The themes and the broad relationships between them are conceptualized in Figure 1. Here we identify actors who possess appropriate resources which they are allowed and able to share, co-creating value using collaborative and integrative processes. Their evaluation of each experience occurs within the context of each specific engagement and provides continuous input into future collaborations. The resulting value may impact both the ability of actors to exercise agency and the processes involved in integrating resources.