Abstract
The present article, from corporate leader’s points of view, explores and provides a framework for the reasons a firm will engage and co-create with shareholders. Although the practice of firms engaging in value creation with shareholders takes place with regular occurrence, little is known about the motivations behind this co-creation. Gaining an understanding into this behaviour can benefit practitioners who wish to develop a value creation relationship with some of their shareholders. Therefore, reason for this undertaking is to develop a conceptual foundation to understand the relationships firms form with their shareholders, where co-creation of value is concerned. Five corporate leader interviews enlighten the research itinerary. The potential reasons for a firm to engage in the co-creation of organizational goals serve as broad themes by which the study is created, analysis is directed and arguments are formatted. The results of the informant interviews provide a cohesive foundation on which to further explore shareholder brand co-creation.
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