Search results for "Co-création"
showing 5 items of 5 documents
La fabrique collaborative d’un écrit entre chercheurs et praticiens : Le cas d'un Livre Blanc, entre outil de communication et co-production de conna…
2020
National audience
How store design contributes to the evolution of retail brand positioning : a longitudinal case study
2014
One of the innovative ways favoured by retailers to drive change in their value proposition is to review the design of their stores. Academic contributions to the in-store experience have mostly focused on consumer perspective and identifying relevant managerial practices. The core of this research studies how repositioning a retail brand translates into the experiential design of retail spaces. To this end, the research follows the repositioning process from a managerial perspective and updates the mechanisms that underlie it. The longitudinal study of embedded cases reveals the importance of an holistic design that takes into account the desired interactions between the shopper and the st…
Internet of things: an exploratory study of the co-creation of value
2016
Internet Of Things (IoT) provides consumers a continuous access to real-time notifications and data. Using the « Service-Dominant Logic Theory » framework (Vargo and Lusch, 2004), this paper aims to compare brands value propositions and consumer perceptions regarding bracelets and smart watches. Data analysis is based on two sets of data collections: the first concerns the content of eight manufacturers websites; the second comes from a non-participant observation of consumer opinions about connected devices (netnography). Results show a typology of gains and pains, significant interactions between the different value components and consumers’ compensation phenomena. Furthermore, discrepanc…
The Dark Side of Value Co-Creation: The Example of French Commercial Architecture
2018
Innovation is a network activity where different actors collaborate. An ethnographic survey of the French commercial architecture industry highlights the ambivalence of this co-production process. The results identify the sources of co-creation and co-destruction related both to the motivations of the actors and their interactions and examines their consequences. Retailers are encouraged to reposition themselves as project leaders, responsible for both assigning roles and mediating between the creative and technical functions. The development of new communication platforms to overcome interpretive biases between the diverse set of actors is also recommended.
La face cachée de la co-création de valeur : l’exemple de l’architecture commerciale française
2019
L’innovation requiert une activité en réseau pour laquelle différents acteurs doivent s’associer. La conduite d’une enquête ethnographique au sein de l’architecture commerciale française souligne l’ambivalence du processus de coproduction. L’analyse identifie des sources de co-création et co-destruction, liées aux motivations des acteurs et à leurs interactions, et rend compte de leurs conséquences. Les détaillants sont invités à se (re)positionner comme des chefs de projet, garants de l’assignation des rôles et de l’arbitrage entre les fonctions créatives et techniques. Le développement de nouvelles plateformes de communication, susceptibles de pallier les biais d’interprétation entre acte…