Abstract
Our paper contributes to the evolving marketing paradigm by focusing on consumers ’operant and operand resources. First we overview and define consumers’ resources. Next we depict how operant resources of customers and firms come together to co-create valuethrough patterns of experiences and meanings embedded in the cultural life-worlds of consumers. This analysis is then extended to illustrate the new sets of problems broughtinto relief by the interaction of consumer and firm operant resources. A research agendaflows from adopting a resource-centered perspective.