Controlling the Uncontrollable

Abstract: Purpose: The purpose of this thesis is to tackle the paradox of governing free labour by exploring and drawing further understanding to the co-creation process in online brand communities. Originality: This study is the first to investigate co-creation from the theoretical perspective of the production of space and the first to introduce the concept of co-control in regards to the management of co-creation. Methodology: A critical netnography of two online brand communities (Dell and Spotify) was conducted to observe how the co-creation process is governed. A qualitative research strategy with an abductive approach was chosen, due to the exploratory nature of the study as it aims to build an improved understanding of the social phenomenon. Findings: The analysis of the empirical material extracted three major control mechanisms (1) discourse, (2) zones and spatial architectonics, (3) and the reward system. The control mechanisms have the ability to construct multiple layers of control, facilitating the passing down of power, which led to the development of the co-control concept. This new concept encompasses the passing down of power, made possible through spatial architectonics and the intermingling of the control mechanisms, thereby mobilising individuals to control themselves and their peers. Theoretical Implications: The findings of this study add to the discussion of governmentality in regards to value co-creation. The study further strengthens previous literature of value co-creation in relation to consumer empowerment being a prerequisite for immaterial labour, thereby stressing the importance of finding the correct degree of control. The concept of co-control opens up for exploring how unobtrusive control is utilised or can be utilised through spatial architectonics in other contexts. Practical Implications: This study provides practical tools to handle the paradox of governing the co-creation process in a non-authoritative manner. The study thereby demonstrates how organisations can approach the balance between control and freedom, by controlling the uncontrollable through co-control and control mechanisms.