Creating a framework for co-creating value and new services
Borro, Janne (2020)
Borro, Janne
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020112624633
https://urn.fi/URN:NBN:fi:amk-2020112624633
Tiivistelmä
The focus of this study was to develop for Company X a framework for co-creating value and new services that helps its employees and clients to develop new services during the year 2020. Consequently, the aim was to help Company X’s employees to deliver better results for the clients and differentiate Company X from its competitors.
The theoretical framework is constructed around contemporary studies and theory regarding service design, co-creation and value creation, such as Stickdorn & Schneider’s (2019) framework and methods for service design, and Yu & Sangiorgi’s (2018) multidimensional new service development model for value co-creation.
The study approach includes subjectivist ontology and interpretivist epistemology due to the nature of the research, which includes studying social interaction. The research approach is inductive, and the research strategy is single holistic case study. The research was conducted as a mixed-method research and as a cross-sectional study. The needed data was collected with semi-structured interviews and it was triangulated with secondary data. The data was analysed qualitatively by summarising and narrative analysis as the qualitative analysis processes.
The results suggested that the case had been successful from the stakeholders’ perspective as the case was beneficial for Company X’s business, its employees and its clients. When comparing the case with the theoretical framework similarities were found with the models presented in the theoretical framework.
As a conclusion a framework for co-creation value and new services for Company X was constructed and introduced to the organisation. The recommendation of the research is to begin utilising the framework in order for Company X to serve its clients better and differentiate itself from its competitors.
The theoretical framework is constructed around contemporary studies and theory regarding service design, co-creation and value creation, such as Stickdorn & Schneider’s (2019) framework and methods for service design, and Yu & Sangiorgi’s (2018) multidimensional new service development model for value co-creation.
The study approach includes subjectivist ontology and interpretivist epistemology due to the nature of the research, which includes studying social interaction. The research approach is inductive, and the research strategy is single holistic case study. The research was conducted as a mixed-method research and as a cross-sectional study. The needed data was collected with semi-structured interviews and it was triangulated with secondary data. The data was analysed qualitatively by summarising and narrative analysis as the qualitative analysis processes.
The results suggested that the case had been successful from the stakeholders’ perspective as the case was beneficial for Company X’s business, its employees and its clients. When comparing the case with the theoretical framework similarities were found with the models presented in the theoretical framework.
As a conclusion a framework for co-creation value and new services for Company X was constructed and introduced to the organisation. The recommendation of the research is to begin utilising the framework in order for Company X to serve its clients better and differentiate itself from its competitors.