Search results for "co-creation"

C2C interactions creating value in the Route of Santiago

2016

The role of interaction between customers (customer-to-customer; C2C) is a key factor when extracting value from a touristic experience. Several studies incorporate quantitative and qualitative aspects referring to interactions and can provide a holistic view about C2C experiences, being therefore more capable of predicting the effects of C2C interaction on customer behavior. This study analyzes C2C interactions in backpackers’ experience and their effect on the cruise experience and vacation satisfaction. The study uses fuzzy-set qualitative comparative analysis (fsQCA) to explore a causal relationship with dichotomous outcomes, both the presence and the absence of the variables. The study…

Social Media Marketing and Value Co-Creation

2017

Nowadays social media and brand communities provide virtual places where the consumers can publicize their opinions about products and services and play an active role as marketers, advertisers, value creators through electronic word-of-mouth. Since most of the times these dynamics flow out of business control, in order to pursue firms' objectives, managers and marketers operating in many sectors look at the web social community with growing interest. The present chapter presents a system-wide analysis of the links and feedback mechanisms between the different aspects of value co-creation through social media marketing and brand communities. For the purpose, it is proposed a qualitative mod…

Value Co-Creation Through Digitalization

2017

Creativity, Comparison and Sharing in the Co-Creation of the Communication Campaign

2022

In the fourth chapter the evolution of Oltre's online campaign will be transversally analysed, focusing on the path of awareness acquisition by the second-generation youth involved in the co-creation process of the campaign. Afterwards, we will be analysing in detail the backstage of the creation of content. Through the participatory method, we will be highlighting how the content creators of our campaign selected the themes and the perspective from which to deal with them. We will be underlying how the content creators dismantled the circulating representation and built a counter-narrative or an alternative narrative and converted the idea, through a process of creative co-construction, in…

Micro-Level Mechanisms to Support Value Co-Creation for Design of Digital Services

2023

This study identifies micro-level value co-creation mechanisms that support the design of digital services. As services are now becoming digital—or at least digitally enabled—how to design digital services that enable value co-creation between a service provider and customers has become an increasingly important question. Our qualitative research study provides one answer to this question. Based on 113 in-depth laddering interviews analyzed using interpretive structural modeling, our study shows that value co-creation mechanisms differ between business-to-business and customer-to-customer digital service types. We identify five mechanisms to support value co-creation in the design of digit…

When value co-creation turns to co-destruction: Users' experiences of augmented reality mobile games

2018

Service-dominant logic (SDL) provides a well-established lens for understanding services as value co-creation processes. However, also value co-destruction can occur in service processes, but the literature on value co-destruction remains scattered and more studies are called for. We address this research gap with a classification of users’ subjective reasoning for value co-destructive experiences while playing the augmented reality (AR) mobile game Pokémon GO. We conduct laddering interviews with Pokémon GO players to uncover their value co-destruction experiences. Employing clustering analysis, we investigate users’ reasoning for value co-destruction experiences, and argue that value co-d…

Understanding Augmented Reality Game Players : Value Co-destruction Process in Pokémon Go

2017

We conceptualize the mobile game Pokémon Go as a service provider aiming to offer customers value propositions over an augmented reality (AR) platform, where players engage in co-creating value, such as fun, social unity and health. However, playing Pokémon Go can also ensue to value co-destruction through critical service interactions involving e.g. increased mobile costs, trespassing, accidents or assaults. Such could ensue to negative value outcomes, such as frustration, humiliation or unsafety. In order to prevent critical service interactions, it is significant to gain an understanding of value codestruction, which currently remains an unclear concept with a call for empirical studies.…

Are Cities Aware Enough? A Framework for Developing City Awareness to Climate Change

2020

Cities are growing and becoming more complex, and as they continue to do so, their capacity to deal with foreseen and unforeseen challenges derived from climate change has to adapt accordingly. In the last decade, an effort has been made to build city resilience and improve cities' capacity to respond to, recover from and adapt to climate change. However, certain city stakeholders' lack of proactive behavior has resulted in less effective city resilience-building strategies. In this sense, the importance of developing stakeholders&rsquo

Value co-creation process and measurement in 4.0 SMEs: An exploratory research in a B2B marketing innovation context

2021

The purpose of this exploratory research is to contribute to the lack of empirical research exploring techniques and protocols that can be used to measure the level of value obtained from using these technologies in the various marketing processes and in a business-to-business (B2B) context. By doing so, firms operating in fast changing dynamic environments can develop the right means to continuously adapt, integrate, reconfigure, and redeploy resources and capabilities to become more competitive and disruptive in their offerings. The phenomenon of interest is described by applying a case study qualitative approach to three 4.0 companies which use virtual reality (VR)/augmented reality (AR)…

Stakeholder engagement toward value co-creation in the F&B packaging industry

2019

Purpose The purpose of this paper is to explore how a food and beverage packaging company manages internal and external stakeholders to achieve sustainable innovation outcomes, as well as to contribute to the spread of sustainability paths along the supply chain, on which it operates. Design/methodology/approach A case study approach was chosen and applied multiple methods of semi-structured interviews and a documentation review. Findings Results reveal a structured stakeholder relationship management, according to which the packaging company acts through a stakeholder engagement process to both acquire and share new knowledge to address stakeholder pressure. Co-creation models result in a…