Less experienced members (they can be found in different ranks, but most of them are ‘newbie’
members) access and benefit from the social proximity offered by TIA. They can be viewed as
BIRGing (basking in reflected glory) – claiming glory and success, even though they have done
nothing tangible to influence the team’s accomplishments, and CORFing (cutting off reflected
failure) – distancing themselves as far as possible from the losing team (Cialdini et al., 1976:
Richardson, 2004; Snyder et al., 1986). They can only act as beneficiaries and access the process
through the entry point of less experienced members because they have limited experience,
knowledge, or information to share with others; therefore, their contribution to the value co creation
process is generally restricted, as indicated by the shaded circle shown in Figure 1.