%0 Journal Article %J Open Source Business Resource %D 2009 %T Value Co-Creation and New Marketing %A Aron Darmody %X Co-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. %B Open Source Business Resource %I Talent First Network %C Ottawa %8 11/2009 %G eng %U http://timreview.ca/article/302 %N November 2009 %9 Articles %1 York University Aron Darmody is a Doctoral Candidate in Marketing, Schulich School of Business, York University, His areas of research interest include cultural studies of marketing practice, value co-creation, marketer identity, consumer creativity, and virtual consumption.