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Many companies strengthen their interaction with consumers by establishing online communities and bring convenience to value co-creation with consumers. Some companies use economic and social strategies to stimulate consumer value creation. However, the way to increase the effectiveness of such corporate strategies remains unclear. To address this challenge, this study investigates the impact patterns of economic and social strategies that influence consumers' value co-creation behaviour in firm-hosted online communities (FOCs). Moreover, the effective conditions for the value co-creation of the two strategies are explored.

Data from an FOC were collected for electronic communications products. A total of 1,305 second-hand data records on value co-creation activities were obtained. Then, an econometric model was built and Stata14.0 software was used for data analysis.

The effect of economic interaction strategy on the value co-creation in online communities is an inverted U-shaped model, and that of social interaction strategy is relatively stable and is not an inverted U-shaped model. Value creation initiatives introduced by enterprise personnel adopt economic strategies to improve effectiveness. On the contrary, value co-creation activities initiated by consumers use social strategies for the same purpose. Economic strategies are effective for large teams, whereas social strategies may lead to a “free rider” mentality.

This study finds two important factors affecting the value co-creation in FOCs and their effective boundaries. However, other factors may also affect the online community value co-creation. Future research can further explore the intrinsic mechanisms of these strategies for value co-creation.

This article mainly discusses the influence of stimulation strategies on the value co-creation in an actual company community and exhibits good practical significance for the value co-creation activity and management in online communities. Firstly, corporate strategy is effective in communities, but this strategy requires proper control. Secondly, the company strategy must consider appropriate application conditions.

This study deepens the understanding of the impact of economic and social strategies on the value co-creation in FOCs and the effective boundaries of these impact patterns.

This paper explores the ways women entrepreneurs in male-dominated industries do identity work in order to gain legitimacy. In particular, we consider such identity work as a process being prompted by their direct environment, while demonstrating the gendered structural power relations in these women’s entrepreneurial contexts. We use a postfeminist lens to show how, in their quest for more legitimacy, they seem to be interpellated by postfeminist discourse.

We have used a narrative approach to show how women entrepreneurs in masculinised contexts do identity work to acquire legitimacy, and moreover use a postfeminist perspective to reflect on this identity work as to demonstrate how these Dutch businesswomen consider their agency in specific feminist terms within these men-dominated industry environments.

We present empirical data of ten women entrepreneurs in the Netherlands and how they discursively and subjectively make sense of their surrounding gendered contexts, in order to illustrate how local gender regimes and individual actions may conspire to constrain as well as stimulate these women’s entrepreneurship. By reflecting on three different ways of identity work through a postfeminist lens, we show how these women are interpellated by postfeminist discourses when trying to gain legitimacy.

The rather small sample does not allow us to generalise our findings to the whole population of women entrepreneurs in men-dominated contexts, yet this was not our goal anyway.

Such a reflection might help policy makers and such women themselves realise how, after all, gender inequality is still persistant in the entrepreneurship field and drawing on postfeminism does not necessarily help to support these women entrepreneurs' work–life balance.

Our findings underline the importance of a more gender inclusive entrepreneurship ecosystem, in which women entrepreneurs in both masculinised ánd feminised sectors are seen and treated as legitimate entrepreneurs.

Postfeminism, to our knowledge, has hardly been applied to women entrepreneurs' experiences in men-dominated environments, and is in itself still a rather new field in entrepreneurship studies.

The aim of this study is two-fold: (1) to promote a model of youth participatory research and offer a window of understanding into how it can be enacted and (2) to understand youth perspectives on youth empowerment. This study asks: “how can youth help us understand youth empowerment?”

The study applies youth participatory action research (YPAR) and interpretative phenomenological analysis. The study illustrates how to enact a model of YPAR by engaging youth in the process of research in a youth-serving community non-profit organization.

This study sets out to make two important contributions, one methodological and one theoretical: First, the study contributes to our understanding of the opportunities and benefits of youth-engaged, peer-to-peer research. Specifically, this study promotes a model of youth participatory action research and knowledge making processes, and the associated social and formal benefits for youth. By extension, this study illustrates an approach to engage youth in formal contexts which has implications for both management and organizational studies and education. Finally, the study extends our understanding and conceptualization of the phenomenon of youth empowerment (as informed by youth perspectives).

The study offers insight into how to conduct youth participatory action research and specifically how to address two limitations cited in the literature: (1) how to authentically engage youth including how to share power, and (2) how to perform youth participatory action research, often critiqued as a black box methodology.