<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0123-5923</journal-id>
<journal-title><![CDATA[Estudios Gerenciales]]></journal-title>
<abbrev-journal-title><![CDATA[estud.gerenc.]]></abbrev-journal-title>
<issn>0123-5923</issn>
<publisher>
<publisher-name><![CDATA[Universidad Icesi]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0123-59232019000200095</article-id>
<article-id pub-id-type="doi">10.18046/j.estger.2019.151.3055</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Co-creation in conventional and collaborative businesses]]></article-title>
<article-title xml:lang="es"><![CDATA[La co-creación en negocios convencionales y colaborativos]]></article-title>
<article-title xml:lang="pt"><![CDATA[Co-criação em negócios convencionais e colaborativos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nogueira-Pellizzoni]]></surname>
<given-names><![CDATA[Lívia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Baldanza]]></surname>
<given-names><![CDATA[Renata Francisco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Federal University of Paraíba (UFPB)  ]]></institution>
<addr-line><![CDATA[João Pessoa ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Federal University of Paraíba (UFPB)  ]]></institution>
<addr-line><![CDATA[João Pessoa ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<volume>35</volume>
<numero>151</numero>
<fpage>95</fpage>
<lpage>108</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232019000200095&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232019000200095&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232019000200095&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study sought to understand how consumer predisposition to co-creation varies between conventional and collaborative fashion businesses. To this end, an inductive research of quantitative nature was performed through a quasi-experiment in which two scenarios were constructed: collaborative business and conventional business. Data were obtained through a questionnaire that measured the consumer&#8217;s perception with regard to dialogue, access, risks and benefits and transparency (DART) following the experiment&#8217;s design. Statistical analysis consisted of descriptive, reliability, factorial and means comparison. Data analysis indicated the rejection of some hypotheses. It was concluded that there are differences in the two types of business in terms of their predisposition to co-creation, with conventional businesses exhibiting a greater predisposition to co-creation than collaborative businesses. JEL classification: M30, M31, M39.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este estudio buscó entender cómo la predisposición del consumidor a la co-creación varía entre los negocios de moda convencionales y colaborativos. Para esto, se realizó una investigación inductiva, de naturaleza cuantitativa, por medio de un cuasi-experimento en el cual se construyeron dos escenarios: negocios colaborativos y negocios convencionales. Los datos fueron obtenidos a través de un cuestionario que midió la percepción del consumidor en relación al diálogo, acceso, riesgos y beneficios y transparencia (DART) después del proyecto del experimento. El análisis estadístico consistió en análisis descriptivos, de confiabilidad, factorial y comparación de medias. El análisis de los datos generó el rechazo de algunas hipótesis. Se concluyó que existen diferencias en los dos tipos de negocios acerca de la predisposición para la co-creación, encontrando que los negocios convencionales muestran mayor predisposición a la co-creación que los negocios colaborativos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este estudo buscou entender como a predisposição do consumidor à co-criação varia entre os negócios de moda convencionais e colaborativos. Para isso, foi realizada uma investigação indutiva, de natureza quantitativa, por meio de um quase-experimento em que foram construídos dos cenários: negócios colaborativos e negócios convencionais. Os dados foram obtidos por meio de um questionário que mediu a percepção do consumidor em relação ao Diálogo, Acesso, Riscos e Benefícios e Transparência (DART) após o projeto do experimento. A análise estatística consistiu em análise descritiva, de confiabilidade, fatorial e comparação de médias. A análise dos dados gerou a rejeição de algumas hipóteses. Conclui-se que existem diferenças nos dois tipos de negócios quanto à predisposição para a co-criação, constatando que os negócios convencionais mostram uma predisposição à co-criação do que os negócios colaborativos.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[collaborative consumption]]></kwd>
<kwd lng="en"><![CDATA[co-creation]]></kwd>
<kwd lng="en"><![CDATA[fashion business]]></kwd>
<kwd lng="es"><![CDATA[consumo colaborativo]]></kwd>
<kwd lng="es"><![CDATA[co-creación]]></kwd>
<kwd lng="es"><![CDATA[negocios de moda]]></kwd>
<kwd lng="pt"><![CDATA[consumo colaborativo]]></kwd>
<kwd lng="pt"><![CDATA[co-criação]]></kwd>
<kwd lng="pt"><![CDATA[negócios de moda]]></kwd>
</kwd-group>
</article-meta>
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