Value co-creation approach in B2B-service
Korhonen, Karri (2012)
Laurea-ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012121619645
https://urn.fi/URN:NBN:fi:amk-2012121619645
Tiivistelmä
This thesis examines the value co-creation approach in B2B-service. The objective of the research is to identify co-creation activities and roles in B-to-B service relationships and to find out what kind of challenges companies may face when changing and developing the business model towards co-creation approach.
The purpose is to analyze the current state of the case company in terms of co-creation of value in service. This will give the company view of their current state of the business and also guidelines to the change towards more customer centric value co-creation approach.
The thesis includes a theory section and an empirical section that deals with the case company. In the theoretical background the service business as an approach is presented. The purpose is to clarify the development of the service business and change of customers’ role in service process moving from being passive audience to involving the service process as an active participant. Second the paradigm service-dominant logic is presented. In this section the differences between the traditional goods-dominant logic and service-dominant logic are clarified. Last part in the theoretical framework is defining value co-creation in services as it is the locus of the research part. The roles of supplier and customer in value co-creation are defined and presented.
In the research part the case study and its theoretical background and interviews are presented. The interview themes and questions are presented and the process of interviewing and the data analyzing is defined. The tool of co-creation continuum as the foundation of data analysis is presented.
In results the interview data is analyzed and the results are presented. Results are divided under three different sections of pre-defined co-creation categories. Each section is analyzed and examples are given. Lastly, conclusions are drawn, proposals for development areas based on the key findings are presented, and the benefits of the thesis are concluded.
The purpose is to analyze the current state of the case company in terms of co-creation of value in service. This will give the company view of their current state of the business and also guidelines to the change towards more customer centric value co-creation approach.
The thesis includes a theory section and an empirical section that deals with the case company. In the theoretical background the service business as an approach is presented. The purpose is to clarify the development of the service business and change of customers’ role in service process moving from being passive audience to involving the service process as an active participant. Second the paradigm service-dominant logic is presented. In this section the differences between the traditional goods-dominant logic and service-dominant logic are clarified. Last part in the theoretical framework is defining value co-creation in services as it is the locus of the research part. The roles of supplier and customer in value co-creation are defined and presented.
In the research part the case study and its theoretical background and interviews are presented. The interview themes and questions are presented and the process of interviewing and the data analyzing is defined. The tool of co-creation continuum as the foundation of data analysis is presented.
In results the interview data is analyzed and the results are presented. Results are divided under three different sections of pre-defined co-creation categories. Each section is analyzed and examples are given. Lastly, conclusions are drawn, proposals for development areas based on the key findings are presented, and the benefits of the thesis are concluded.