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The complex value chain that facilitates local food production and consumption includes purveyors positioned across a range of marketspaces who through the various ways they present and sell their products help create and convey the meaning of “local food.” Limited governance within local food systems (LFSs) and a lack of consensus on the definition of “local food” provide purveyors with notable latitude in how they frame the meaning of “local” in the food products they produce, market, and sell. Consequently, the expansion of food products that are framed as being “local” within conventional marketspaces threatens to convolute the meaning and representation of local food within specific LFSs and across the broader local food movement (LFM). Here, I use a structured photo analysis design to explore the elements that influence the visual representation of “local food” by purveyors within five farmers’ markets and five grocery stores located across the Southern Arizona LFS (SALFS). I consider the farmers’ markets to be alternative marketspaces and the grocery stores to be conventional marketspaces. The data consist of 683 original photos taken of local food framing practices within the farmers’ markets and grocery stores and extensive field notes captured throughout multiple direct observations at each market space. My exploration is guided by a theoretical framework composed of constructs specific to institutional logic, product framing, and taste regimes. The findings illustrate how local food framing practices across alternative and mainstream marketspaces foster a local food taste regime that fails to convey the fundamental principles and values of the LFM. Recommendations for both practice and research are developed from the findings.

This chapter explores the nature of the cultural context that frames value creation and provides insight to the way in which value is collaboratively created, or co-created, in markets.

We develop a conceptual framework and research propositions for studying the co-creation of value-in-cultural-context through the intersection of consumer culture theory (CCT) and service-dominant (S-D) logic and the integration of a practice-theoretic approach for value co-creation.

The integration of CCT, S-D logic, and practice theory provides a conceptual framework for studying the co-creation of value among multiple stakeholders and the (re)formation of markets.

Drawing on this framework, marketers can contribute to the co-creation of new markets by influencing changes in cultural contexts – practices, norms, meanings, and resources – that frame value co-creation and exchange.

This chapter explores the integration of CCT and S-D logic by focusing on value co-creation and applying a practice approach to further weave together these distinct research areas. In addition, the proposed framework elaborates the conceptualization of value-in-context to consider the cultural context that influences and is influenced by the co-creation of value.

Purpose – This conceptual chapter clarifies concepts of marketplace community.

Methodology/Approach – Through a review of selected CCT studies, the chapter explores and reviews theories of subcultures of consumption, brand communities and consumer tribes.

Findings – Subcultures of consumption, brand communities and consumer tribes exhibit divergent qualities that are summarised in a typology of communities.

Research implications – The perspectives offered by tribal studies present powerful tools that compliment subcultural and brand community approaches to understanding the construction of marketplace cultures.

Practical implications – Theory that improves the understanding of different features of marketplace communities can help marketing practitioners to determine more appropriate communal marketing strategies.

Originality/Value of paper – This chapter recommends a consistent and commonly shared set of descriptive and theoretical terms for different kinds of marketplace community.

Purpose – The purpose of this chapter is to explore the orientations of consumer and company participants who participate in online crowd-sourced communities.

Methodology/Approach – Using a netnographic approach, we analysed the Nokia Design by Community (NDbC) crowd-sourced information contest, which was organised by Nokia in order to co-create a vision of the community's ‘dream’ Nokia device.

Findings – The findings reveal that community members' social orientations were dramatically different from the host organisation's narrow commercial focus, which led to unresolved tensions and as we posit, the ultimate failure of the initiative.

Research implications – The contemporary discourse on collaborative value co-creation potentially overemphasises the commercial objectives of organisations by failing to acknowledge the need for organisations to address the complex communal objectives and motivations of members of crowd-sourced communities.

Practical implications – Organisations need to acknowledge and address the complex and dynamic communal and commercial tensions that inherently emerge in online crowd-sourced communities. They need to adopt a tribal marketing approach and respectfully engage with community members if the diverse objectives of community members and the host organisations are to be satisfactorily met.

Originality/Value – Organisations and researchers need to recognise and acknowledge that crowdsourcing both begets communal conflict and fosters collaborative behaviour due to contested commercial and social orientations. While mindful of their commercial objectives, organisations will succeed in implementing online crowd-sourcing initiatives if they make a sincere effort to understand and respect the diversity, culture and social norms of the particular crowd-sourced online community concerned.

This volume contains the best papers from the sixth Consumer Culture Theory (CCT) Conference. The Conference cochairs have acted as coeditors for this thirteenth volume of Research in Consumer Behavior and provide the following introduction.

This study used qualitative discourse analysis to explore how researchers use the concept of ingenuity to understand the everyday work of social entrepreneurs. Data were drawn from a sample of 69 research articles published across 41 academic journals between 1998 and 2018. The findings showed ingenuity to be an underdeveloped concept in the social entrepreneurship literature and revealed a paucity of research on the everyday work performed by social entrepreneurs. A framework for studying the work of social entrepreneurs at the “scale of the everyday” through the lens of ingenuity is proposed, and recommendations for future research are provided.