01148nas a2200121   4500008004100000022001400041245004000055210003900095260004200134520079600176100001800972856003600990       2009                        eng d  a1913-610200aValue Co-Creation and New Marketing0 aValue CoCreation and New Marketing  aOttawabTalent First Networkc11/20093 aCo-creation grants consumers free rein to work with company-provided resources in the production of their own value offerings. The ongoing participation of active consumers in the production of their own use and exchange value inverts the long-standing marketing orthodoxy of the company as the arbiter of value. Rather than resist this fundamental shift in the locus of value creation, savvy firms positively embrace the change and seek to manage consumer freedoms in order to harness the consumers' productive capabilities. Using the example of the Apple iPhone and App Store, and drawing on labour theories of value and Foucault's notion of government, we show how granting consumers freedom through co-creation has become the most effective mode of production for contemporary marketers.1 aDarmody, Aron  uhttp://timreview.ca/article/302