Abstract
The current study is a qualitative research with an inductive approach of phenomenology to elaborate the concept of intimate co-creation. Intimate cocreation is a relatively recent concept that was earlier theorized conceptually and requires an empirical validation. The current study is the first empirical attempt to qualitatively examine this concept of intimate co-creation through the lens of interpretive phenomenological analysis (IPA). Using a semistructured interview guideline, eight in-depth interviews were conducted from the employees working in the teamwork environment of different organizations for mutually assigned tasks that required active interpersonal collaboration. Transcribed data of interview cases was analyzed using QDA Miner Lite software. Five emerging themes were identified from the transcribed data and those five themes are proposed to be the potential predictors of intimate cocreation. Coding frequencies and thematic analysis has provided a three factor grouping / categorization of emerging themes. This study would prove to be a milestone for researchers aiming to empirically extend the research work on intimate co-creation.
Muhammad Umar Shahzad, Dr. Amir Ishaque. (2021) INTIMATE CO-CREATION: AN EXPLANATION THROUGH THE LENS OF INTERPRETIVE PHENOMENOLOGICAL ANALYSIS, International Journal of Management Research and Emerging Sciences, Volume 11, Issue 3.
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