Identifying Challenges in Applying the Value Co-Creation Approach in Practice : - a Case Study in the B2B Service Context
Wollenick, Nadine (2012)
Laurea-ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205148147
https://urn.fi/URN:NBN:fi:amk-201205148147
Tiivistelmä
The purpose of this study is to explore the nature and theory of value co-creation and to develop a framework for understanding and managing value co-creation in a practical context.
At present, many managers in various industries are not yet familiar with the specific concept of value co-creation and, therefore, more practical guidance is needed to fill this knowledge gap. In order to accomplish this target and especially in order to achieve a correlation with the practice, a case company from the Business-to-Business (B2B) service sector was chosen as a research subject.
The research purpose is the identification and examination of challenges and areas of risk within the co-creation context, in particular in the B2B service area provided by the case company. Based on this research, the current report identifies and discusses the challenges that occur when implementing value co-creation theory in practice, and how these challenges can be managed.
Based on the results, new insights for managing the process of value co-creation will be provided. The focus of the research is on the opportunities and needs of transformation of the current product-centred approach towards a co-creation approach, and thus, on how to actively engage customers in the value creation process.
The study concludes with practical implications and examples about how to change the current business approach into one of a value co-creation that would enable the company to master the competition in the industry, in current times and the future.
At present, many managers in various industries are not yet familiar with the specific concept of value co-creation and, therefore, more practical guidance is needed to fill this knowledge gap. In order to accomplish this target and especially in order to achieve a correlation with the practice, a case company from the Business-to-Business (B2B) service sector was chosen as a research subject.
The research purpose is the identification and examination of challenges and areas of risk within the co-creation context, in particular in the B2B service area provided by the case company. Based on this research, the current report identifies and discusses the challenges that occur when implementing value co-creation theory in practice, and how these challenges can be managed.
Based on the results, new insights for managing the process of value co-creation will be provided. The focus of the research is on the opportunities and needs of transformation of the current product-centred approach towards a co-creation approach, and thus, on how to actively engage customers in the value creation process.
The study concludes with practical implications and examples about how to change the current business approach into one of a value co-creation that would enable the company to master the competition in the industry, in current times and the future.