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Co-Creation: Toward a Taxonomy and an Integrated Research Perspective
Abstract
Enabled by the Internet-Web compound, co-creation of value by consumers has emerged as a major force in the marketplace. In sponsored co-creation, which takes place at the behest of producers, the activities of consumers drive or support the producers' business models. Autonomous co-creation is a wide range of consumer activities that amount to consumer-side production of value. Thus, individuals and communities have become a significant, and growing, productive force in e-commerce. To recognize co-creation, so broadly understood, as a fundamental area of e-commerce research, it is necessary to attain an integrated research perspective on this greatly varied, yet cohering, domain. The enabling information technology needs to be developed to suit the context. Toward these ends, the paper analyzes the intellectual space underlying co-creation research and proposes an inclusive taxonomy of Web-based co-creation, informed both by the extant multidisciplinary research and by results obtained in the natural laboratory of the Web. The essential directions of co-creation research are outlined, and some promising avenues of future work discussed. The taxonomic framework and the research perspective lay a foundation for the future development of co-creation theory and practice. The certainty of turbulent developments in e-commerce means that the taxonomic framework will require ongoing revision and expansion, as will any future framework. [ABSTRACT FROM AUTHOR]
... The Metaverse is a co-created experience, made up of multiple stakeholders, including autonomous individuals and other organised and commercial initiatives, that build value (economic or social). Zwass describes the nature of goods that dominate cocreation are often digital and non-rival, and that they are not easily excludable (Zwass, 2010). While there are potentially many beneficiaries of a co-created Metaverse, the stakeholders (e.g., a Depiction of volumetric capture from a studio. ...
... frontiersin.org firm developing the digital community, a sponsor or creator of digital content, or an individual "player") may not have the same access, perception, and analytical power over the use of data in the co-created digital space (Zwass, 2010). Investigation into what data is collected through these Metaverse systems will be needed as well as where that data goes and how it is used. ...
Throughout the history of Web2.0 there is a large body of evidence of data being used for something other than what it was consented to be used for. What were 2D webpages are becoming 3D worlds, collectively forming a Metaverse of virtual and mixed reality domains which should help to create new interactive learning, social and economic opportunities. In this paper we reflect on how the physical world will itself become a networked interface, making reality even more machine-readable, click-able, and searchable. We begin with a review of the Metaverse and some of the consent challenges that arise and urgently need to be addressed whilst exploring its potential. There is a core need for creators of Metaverse environments to make them safe spaces for everyone to use. We explore and review the knowledge gap of consent needed to ensure a fair and just use of data within the Metaverse. We explore the challenges of consent including examples such as unauthorised surveillance and the need for ethical and moral standards in large platforms such as VRChat. This need is then further elaborated using experiences gathered during the XPRIZE Rapid Re-skilling Competition. The main contributions of this paper are the five stage Shared Consent Framework which was developed in response to understanding the limitations of existing consent frameworks and the extended definition of the Metaverse.
... Over the last ten years, the idea of co-creation, which highlights that all parties engaged in contact should be able to profit from it, has grown in popularity as a strategy to benefit both consumers and service providers [29]. Various researchers have presented different definitions of co-creation, but a majority of the researchers emphasized the collaboration between consumers and service providers to create experiences [30][31][32]. Service-dominant logic indicates that customers play an important role in producing a service, where their experiences and expertise can affect the value offered [33]. Moreover, Lei et al. (2020) argued that co-creation involved making resources available to customers such that they could collaborate with the service providers and create their own unique experiences [34]. ...
... I would like to recommend the STD to other people. 30. I am willing to revisit the STD in the future. ...
In smart tourism, co-creation involves a collaborative effort among tourists, tourism service providers, and other stakeholders to enhance tourism experiences. This study aims to examine the factors influencing tourists’ co-creation experiences in smart tourism destinations through exploratory sequential mixed methods research. Participants who visited four Chinese smart tourism destinations took part in two study phases. In the first phase, eleven individuals identified the following five dimensions that might affect tourists’ co-creation experiences: smart environment; interactive activity; personalized service; cognitive engagement; and social interaction. In the second phase, an online survey was conducted with 283 respondents to validate these five dimensions. A structured equation model was utilized to analyze the collected data. The results indicated that all five dimensions identified in the qualitative study significantly influence tourists’ co-creation experiences. These findings offer theoretical and practical insights for future research on tourists’ co-creation experiences in smart tourism.
... Finally, there are different types of online communities. Sponsored co-creation communities are communities where individuals engage in activities at the behest of a firm [47] and co-creation occurs in various forms, including the development of software in the open-source domain [48]. While crowdsourcing and innovation contests have received considerable attention in e-commerce and information systems studies (e.g., [49]), other variations of sponsored co-creation, each possessing unique characteristics, have been overlooked [50]. ...
... User feedback and input play a crucial role in improving the software's performance and usability [63]. The success of OSS communities lies in participants' collaboration contributing to high-quality software tailored to diverse user needs [48]. The personalization of services and user involvement are key aspects of OSS, allowing users to express opinions and suggestions for software improvement [64]. ...
The increasing need for continuous innovation has given rise to a substantial increase in co-creation initiatives. Since the co-creation of value involves customers participating in the creation of product offerings voluntarily and actively, this investigation tries to understand what drives customers to participate in these co-creation initiatives. To do so, this study employs a probabilistic sample of 683 users enrolled in Linux forums for open-source software distributions. The path analysis and bootstrap samples revealed that customers who exhibit a high innate innovativeness and feel that they belong in the online community show a greater motivation towards platform exploration and participation in co-creation. Moreover, the effect of this synergic interaction on their co-creation participation was partially mediated by the normative dimension of their intrinsic motivation, while the hedonic dimension was not a strong predictor of co-creation contributions. This study fills the voids in the existing literature by showcasing the relevance of personal characteristics, beyond individual motivation, in co-creation behavior.
... The measurement verbal items of each variable refer to well-established scales. Economic reward strategies reference (Burroughs, 2021;Leimeister, 2019); Social invitation strategies reference (Zhu & Dholakia, 2022;Zwass, 2010); Structural capital reference ( (Robert, 2018); Cognitive capital reference (Leimeister, 2019;Nambisan & Baron, 2017;Wasko, 2015); Relational capital reference (Mathwick & Wiertz, 2018;Robert, 2018;Wiertz, 2017); and value co-creation reference (Kohler & Rohm, 2021;Ridings, 2022). Initiating value co-creation uses community members' activity initiation, i.e., the number of topic posts, as a strategic indicator, and participating in value co-creation uses community members' activity participation, i.e., the number of engaged reply posts, as a strategic indicator. ...
This study investigates the impact of economic and social invitation strategies on online community users' social capital (structural, cognitive, and relational dimensions) and their willingness to engage in value co-creation activities, grounded in social capital theory. Data were collected from 418 ordinary users of the Xiaomi community and analyzed using structural equation modeling. The findings reveal that economic reward strategies significantly enhance structural and cognitive social capital, whereas social invitation strategies positively influence cognitive and relational social capital. Structural social capital is found to affect the initiation of value co-creation activities, cognitive social capital impacts both initiation and participation, and relational social capital influences participation only. Moreover, social capital mediates the relationship between incentive strategies and users' willingness to co-create value. This study enriches the application of social capital theory in the context of value co-creation communities and provides a deeper understanding of the micro-mechanisms underlying user participation behaviors.
... Additionally, interdisciplinary research promotes collaboration among specialists from different fields, leading to innovative approaches and yielding insights that can address complex taxonomic challenges (Klein, 2010). As taxonomy advances into a more integrative science, it is crucial to provide education and resources that support this transformation, encouraging collaboration and developing expertise in traditional and emerging methodologies (Zwass, 2010). These future directions hold the potential to expand the scope, improve the accuracy, and enhance the applicability of plant taxonomy, reinforcing its importance in biodiversity conservation and ecological research. ...
... There are three main theoretical perspectives: service science, innovation and technology management, and marketing and consumer research (Galvagno and Dalli 2014). The call for a comprehensive taxonomic framework to contextualize research efforts in the area of co-creation is not new: developing models, studying the impacts of specific factors on the outcomes, and developing and using theories and instruments from various disciplines will contribute to a cumulative body of knowledge of co-creation (Zwass 2010). ...
The public sector faces considerable challenges that stem from increasing external and internal demands, the need for diverse and complex services, and citizens’ lack of satisfaction and trust in public sector organisations (PSOs). An alternative to traditional public service delivery is the co-creation of public services. Data analytics has been fueled by the availability of immense amounts of data, including textual data, and techniques to analyze data, so it has immense potential to foster data-driven solutions for the public sector. In the paper, we systematically review the existing literature on the application of Text Analytics (TA) techniques on textual data that can support public service co-creation. In this review, we identify the TA techniques, the public services and the co-creation phase they support, as well as envisioned public values for the stakeholder groups. On the basis of the analysis, we develop a Research Framework that helps to structure the TA-enabled co-creation process in PSOs, increases awareness among public sector organizations and stakeholders on the significant potential of TA in creating value, and provides scholars with some avenues for further research.
... Līdzradītāji jeb kopradītāji ir nozīmīgi uzņēmuma vai organizācijas ekonomiskajai attīstībai, jo, iesaistoties radīšanas procesā, tie paplašina ražotāja izpratni par patērētājam nepieciešamo. Šī tipa starpnieku galvenā motivācija iesaistīties līdzradīšanas procesā ir saistīta ar padziļinātu interesi par konkrēto produktu/pakalpojumu, pārliecību par kopīgu un saistošu mērķi, kā arī iespēju mācīties un vēlmi labi pavadīt laiku (Zwass, 2010). ...
... As mídias sociais têm proporcionado diversos benefícios na vida das pessoas, como o reforço da conectividade, a ampliação do acesso à informação, alcance de público e a criação de oportunidades para a expressão individual (Dhiman, 2023). Impulsionada pela incorporação das mídias sociais nas interações entre cliente e empresa, bem como nas interações entre clientes, as mídias sociais estão evoluindo para uma era de co-criação (Zwass, 2010;Zhang et al.,2015). ...
Co-criação e co-destruição de valor em mídias sociais referem-se à maneira como usuários e empresas interagem e impactam a criação e destruição de valor no ambiente digital. O principal objetivo desta pesquisa foi a análise da literatura referente à co-criação e co-destruição em mídias sociais a partir de uma revisão sistemática da literatura científica com viés construtivista. O instrumento adotado foi o ProKnow-C, em que esse artigo se centrou na seleção de um portfólio bibliográfico qualificado dos temas e sua bibliometria. A partir desta pesquisa, foram selecionados 29 artigos. O artigo com maior número de citações do portfólio foi E. W. K. See-To & K. K. W. H (2014). Houve destaque para seis periódicos proeminentes: Information & Management; Journal of Strategic Marketing; International Journal of Contemporary Hospitality Management; Computers in Human Behavior; Industrial Marketing Management e Journal of Business Research. O estudo contribuiu para ampliar o conhecimento sobre o co-criação e co-destruição em mídias sociais, possibilitando uma visão abrangente da literatura ao identificar os autores-chave que se dedicam a esse assunto, publicações periódicas relevantes, artigos significativos, tópicos abordados e as diversas áreas de atuação relacionadas.
... (Payne, 2008) Emphasized the position about verbal exchange as much a significant aspect between a company's capacities in accordance with prevail in patron Value Creation. With an elevated utilization on associative media then the interplay into company or purchaserand customer-to-customer interactionsa latter generation of customer-centric digital media or Value Creation has emerged (Zwass, 2010) According in imitation of Mangold or Faulds17 (p. 357), 'social media is a hybrid element on the advertising mixing because within a regular feel such permits agencies in imitation of discuss to their customers, whilst between a non-traditional sense such permits clients in conformity with speak directly after some another'. ...
This objective of the study the social media techniques and cocreation in the textile sector, together with the particular objective concerning analysis of the Value Creation and innovative techniques and that that connection together with consumers choice advance affectivity and efficiency among decision. The research is qualitative in nature and it was conducted oversea via by interviews in details of the relevant sector. A theoretical model used to be suggested. This model assimilates worth Value Creation and other variables. Analysis conducted in this research is relevant; however, studies beside the textile sector's perspective are much less frequent between the literature. This lesson contributes thoughts because the method about co-participation along consumers to enhance the exercise and administration regarding fashion companies.
... In addition, one must take into consideration that OSS represents a unique innovation model that blends elements of user innovation [25], co-creation [26], and open science [27]. This model is characterized by a complex ecosystem of contributors with diverse economic, social, and technological incentives, from individuals [28,29] to research institutes and universities [30] to multinational corporations [31,32]. ...
This paper introduces a novel measure of software innovation based on open source software (OSS) development activity on GitHub. We examine the dependency growth and release complexity among 200,000 unique releases from 28,000 unique packages across the JavaScript, Python, and Ruby ecosystems over two years post-release. We find that major versions show differential, strong prediction of one-year lagged log change in dependencies. In addition, semantic versioning of OSS releases is correlated with their complexity and predict downstream adoption. We conclude that major releases of OSS packages count as a unit of innovation complementary to scientific publications, patents, and standards, offering applications for policymakers, managers, and researchers.
... As members of a collective, communals view the pool of reviews as a commons-a cultural resource available to all (Zwass 2010). The commons comprise all their unique takes on consumption experiences, and together, their different perspectives create a fuller picture. ...
We identify three profiles of consumers writing online reviews: 1) the Communals, who write spontaneous and emotional step-by-step account of their peek experiences; 2) the Systemics, who write objective and factual report of each of their experiences; 3) the Competitors, who write authoritative and instructive guidelines about the market.
... Value co-creation is a joint process that can include many stakeholders. According to Zwass [29], co-creation in a virtual environment is supported by a customer-engaged technology platform, a co-creation activity initiated by an enterprise or community, or an activity of creating value with customer resources. According to Saunila et al. [30], a new digital service can deliver embedded value to companies through the co-creation of services and products with customers, who represent a key value component. ...
Digital services should be designed so that as many people as possible can use them. Designing digital services to be cognitively accessible brings value to the user if the user can use the digital service and understands its content. The benefits of cognitive accessibility, e.g., better customer experience or better usability in digital services, have been studied from the perspective of both users and organisations. Despite the benefits, there can be barriers to designing and implementing usable and understandable digital services. This paper aims to identify service providers’ perceptions of barriers to designing cognitively accessible digital services. When the barriers are understood, entrepreneurs can be supported to design digital services that generate value for customers. To better understand the barriers, qualitative research with semi-structured in-depth interviews was conducted with Finnish entrepreneurs. The results revealed different kinds of barriers to designing and implementing cognitively accessible digital services.
... A range of techniques exist that assist organisations to ensure effective designs reflecting socio-technical and human-centred principles. The field of participatory systems design has a long history (Land & Hirschheim 1983), with occasional revivals in such forms as co-design (Liu et al. 2002, Piller et al. 2004) and co-creation (Zwass 2010). The involvement of users is challenging, not least due to their diversity and their lack of familiarity with design processes. ...
Large-scale public sector information systems (PSIS) that administer social welfare payments face considerable challenges. Between 2014 and 2023, an Australian government agency conceived and implemented the Online Compliance Intervention (OCI) scheme, widely referred to as Robodebt. The scheme's primary purpose was to apply digital transformation in order to reduce labour costs and increase recovery of overpayments. Among its key features were a simplified, but inherently erroneous, estimation method called income averaging, and a new requirement that welfare recipients produce documentation for income earned years earlier. Failure by welfare recipients to comply with mandates resulted in the agency recovering what it asserted to be overpayments. This article presents a case study of Robodebt and its effects on over 1 million of its clients. The detailed case study relies on primary data through Senate and other government hearings and commissions, and secondary data, such as media reports, supplemented by academic sources. Relevant technical features include (1) the reliance on the digital persona that the agency maintains for each client, (2) computer-performed inferencing from client data, and (3) automated decision-making and subsequent action. This article employs a socio-technical systems approach to understanding the factors underlying a major PSIS project failure, by focusing on the system's political and public service sponsors; its participants (users); the people affected by it (usees); and the broader economic, social, and political context. Practical and theoretical insights are presented, with the intention of highlighting major practical lessons for PSIS, and the relevance of an articulated socio-technical frame for PSIS.
... primarily enacted in the digital environment of the Internet (Zwass, 2010). As a human-specific form of social interaction, co-creative communication contributes to cultural diversity, innovation, and evolution by providing the creativity that underlies the creation and dissemination of memes (Gabora, 1997). ...
The UN Sustainable Development Goals (SDGs) present a challenge due to their potential for conflicting objectives, which hinders their effective implementation. In order to address the complexity of sustainability issues, a framework capable of capturing the specificity of diverse sustainability issues while offering a common methodology applicable across contexts is required. Co-creative communication can be regarded as a key source of uncertainty within functional systems, as it can be instrumental in realizing and sustaining sustainability. In this regard, the studies in Constructive approaches to Co-creative Communication (CCC), particularly those employing artificial intelligence (AI) methodologies such as computational social science and innovation studies, hold significant value for both theoretical and applied sustainability research. However, existing CCC frameworks cannot be directly applied to sustainability research. This work bridges this gap by proposing a framework that outlines a general approach to establishing formalized definitions of sustainability from the lens of communication. This approach enables the direct application of CCC models to sustainability studies. The framework is based on systems theory and the methodologies of artificial intelligence, including computational/symbolic modeling and formal methods. This framework emphasizes the social function of co-creative communication and the interaction between the innovation process and the sustainability of the system. It can be concluded that the application of our framework enables the achievements of CCC to be directly applied to sustainability research. Researchers from different disciplines are therefore able to establish their own specific definitions of sustainability, which are tailored to their particular concerns. Our framework lays the groundwork for future sustainability studies that employs CCC, facilitating the integration of CCC insights into sustainability research and application. The outcomes of computational creativity research based on AI technologies, such as distributed artificial intelligence and self-organizing networks, can deepen the understanding of sustainability mechanisms and drive their practical applications. Furthermore, the functional role of co-creative communication in societal sustainability proposed in this work offers a novel perspective for future discussions on the evolutionary adaptation of co-creative communication.
... As members of a collective, communals view the pool of reviews as a commons-a cultural resource available to all (Zwass 2010). The commons comprise all their unique takes on consumption experiences, and together, their different perspectives create a fuller picture. ...
Reviewing products and services is a widespread consumer activity in which millions engage. Why and how do consumers review differently from one another? Prior work assumes that consumers commonly understand what reviewing is. Consequently, it attributes differences in reviewing to individual variations in psychological, motivational, and sociodemographic characteristics, consumption experiences, and expertise. This central assumption is problematic because it fails to consider that differences in how consumers understand reviewing may explain why they approach and perform reviewing differently. To address this gap, we analyze a large qualitative dataset composed of reviews and interviews with their authors. Our insights complement prior work by theorizing the sociocultural shaping of reviewing. We answer why consumers review differently by inductively theorizing the concept of reviewing orientation—a cultural model comprising a set of interconnected characteristics that shapes how consumers review and translates into a distinct reviewer voice—a reviewer’s standpoint expressed within a review. We answer how consumers review differently by developing three reviewing orientations: communal sharing, systemic evaluation, and competitive punditry. Finally, we discuss the transferability of the findings, the role of institutional dynamics in reviewing, and recommendations for online review platforms and marketers.
... Customer loyalty is the key to establish long-term management mechanism of community information communication platform and maximize the marketing revenue. Therefore, the use of communitybased information dissemination models in marketing campaigns can cultivate loyal relationships with potential users and improve brand engagement and consumer satisfaction (Zwass, 2010). ...
This research investigates the impacts of new media adoption on rural economic development in Guangxi, China, focusing on four variables, new media development, users’ perceived value and their continuance participation intention. By conducting an online sampling survey, data were collected from 172 rural residents. The results indicate significant direct effects among variables, and mediated by users’ perceived value and intention to continue participation. The findings highlight the importance of new media in promoting local agricultural products, entrepreneurial creativity, and employment opportunities in rural areas. These results remark theoretical implications for understanding the role of digital technologies in rural development. Moreover, practical significance of new media for local governments and stakeholders in sustainable rural revitalization is also emphasized. The research further underscores that bridging the rural-urban digital divide by promoting digital inclusion and literacy among rural residents should be prioritized. By addressing barriers to access and enhancing digital skills, the use of new media technologies may become more common, fostering inclusive economic growth and social development in rural areas. In the presentation of future study, the research also points out the long-term effects of new media adoption on rural communities can be focused on, including its impact on social cohesion, cultural preservation, and environmental sustainability. By deepening our understanding of the dynamics, researchers can provide valuable insights into the production of effective strategies for leveraging digital technologies in the promotion of rural revitalization.
... The second most powerful antecedent in value co-creation is help whose β = 0.226 (H2c). Zwass [54] stated that companies with a dominant service strategy, however, need a team to grow, not just adapt to individual needs. Therefore, customers will feel active, and cooperation and learning from other customers will enable them to grow together [9,12]. ...
As per the tenets of Service-Dominant Logic theory, consumers play an incessant role as proactive participants and collaborative stakeholders within commercial transactions. This orchestrated involvement of consumers in the process of service production enables service providers to discern and address consumer's needs, thus fortifying their competitiveness. As a result, consumers benefit from heightening service performances and competitiveness of the company. The principal aim of this study is to ascertain the foundational underpinnings of value co-creation behavior, particularly as exhibited within the context of utilizing gym services at the California Fitness Center located in Ho Chi Minh City, Vietnam. A comprehensive investigation encompassing a sample size of 315 respondents was conducted using SPSS and AMOS software. The findings of this investigation establish a robust linkage between customer participatory behavior, customer citizenship behavior, and the premise of customer co-creation conduct. However, it is noteworthy that the factor of information-seeking within customer participation did not garner empirical support. Notably, there is a relationship between active co-creator behavior and customer loyalty.
... A growing body of research is focusing on the relation between co-creation and the contribution of ICT in facilitating co-creative processes (Garrigos-Simon et al., 2012;Kalaignanam & Varadarajan, 2006;Zwass, 2010). The importance of ICT to consumer co-creation is increasingly being recognised, as they are seen to impact interaction in the digital sphere and augmenting the reach of community engagement. ...
This study aims at analysing the development of digital co-creative strategies adopted by museums during the COVID-19 pandemic and the transformative potential of co-creative experiences with the help of digital tools to redefine the relationship between the museum and its audiences. This is exploratory research using online qualitative surveys applied to Portuguese museums during the COVID-19 pandemic for participation of virtual audiences for data collection and analysis. Results from this study contribute to managers' awareness of museum digital transformation around the world sharing similar contexts and that may want to develop the participatory approach with the support of digital technologies. Results show new avenues for the adoption and implementation of digital strategies in museum management. To the authors' knowledge, this is one of the first studies to explore the participatory museum framework combined with the development of digital strategies applied to museums following COVID-19.
... Public-private hybrid collaboration is indispensable for connecting the two sectors to co-create approaches involving various parties [12,13]. A number of studies have highlighted the importance of community co-creation in fields such as urban planning [8], renewable energy [14], healthcare [15], organization morphology [16], business models [16,17], digital communication [18], and consumer behavior [19]. However, despite the outcomes of these studies, practical frameworks and tools for analyzing co-creation value chains in community governance have yet to fully mature. ...
Community co-creation is critical for tackling complex challenges and building a sustainable future, and necessitates collaboration between public and private sectors to co-create value chains. This paper highlights existing frameworks and proposes a heuristic approach that integrates Collective Impact (CI), Social Impact Assessment (SIA), and Community Capital (CC). Through a narrative review, the paper explores how SIA and CC can empower CI by aligning objective data with community context, ensuring solutions that resonate with local needs, promoting equity by fostering inclusive participation and understanding diverse perspectives, and revealing valuable resources within communities and leveraging their strengths for sustainable development. Although the paper delves into roles and responsibilities for each sector involved in co-creation, it acknowledges limitations in areas such as leadership-capacity building for effective collaboration and long-term commitment, impact measurement methodologies that capture nuanced social change over time, and inclusion of diverse participation methods to ensure all voices are heard and represented. By addressing these limitations, the paper calls for further research and development to strengthen community-driven social change.
... This process is referred to as co-design, which is a speci c instance of co-creation (25). Co-creation is increasingly used and recommended in a variety of elds (26), especially to improve the tailorability of interventions (27). ...
Background. Normal aging impacts episodic memory retrieval. Given the crucial role of retrieval for abilities such as future thinking and social problem-solving, the potential of cognitive interventions targeting retrieval extends beyond memory enhancement. Yet only a limited number of such interventions exist. This article outlines the design process of a novel memory training program targeting episodic retrieval.
Methods. Using an Intervention Mapping approach, a general outline of the training program was created by leveraging the knowledge base on older adults’ retrieval performance and the principles of the Episodic Specificity Induction (ESI) technique. Two in-person 2-hour co-creation sessions with a focus group of six healthy older adults were conducted in Montréal (Québec, Canada) to develop guidelines for adapting the ESI technique into a training format and to determine tailored user-relevant content. Session recordings and notes were qualitatively analyzed. Training format and content proposed by the focus group were reviewed and approved by the research team.
Results. The co-designed training program consisted in six 2-hour sessions provided in small groups of 4 participants. Sessions included supervised ESI administration, complemented by unsupervised ESI self-administration at home.
Conclusion. A new program was co-designed to enhance memory retrieval in older adults using the ESI technique. Co-designing the program increases the likelihood that its content and structure respond to users’ challenges and needs, thereby enhancing relevance, engagement, and retention. It holds the potential to generate lasting improvements in retrieval and transfer to crucial cognitive and social abilities.
This chapter explores the growing impact of the metaverse on customer experiences in today's digital landscape. The metaverse is defined as a persistent, immersive, virtual environment that blends physical and digital realities through the use of technologies like virtual reality (VR), augmented reality (AR), artificial intelligence (AI), and blockchain. It highlights the importance of these technologies in transforming various sectors, including retail, education, entertainment, and professional training. The metaverse enables rich, interactive experiences that enhance user engagement by providing personalized, customizable, real-time interactions within digital spaces. Furthermore, the economic potential of the metaverse is discussed, emphasizing opportunities such as virtual real estate and NFTs, which create new avenues for businesses to monetize digital assets. The chapter also addresses the role of AI and machine learning in providing adaptive and intelligent user experiences, while blockchain ensures secure ownership and transactions of digital goods.
The essence of the book is to investigate the forms, benefits and limitations of engaging consumers in the development of cultural institution offerings. It aims to identify methods for culture product development with consumer engagement, in particular concerning exhibition and educational activities of cultural institutions. The volume provides an extensive literature review of issues related to market orientation, customer centricity, consumer engagement and co-creation of products and services, with an emphasis on the specificity of the cultural sector.
The authors conduct research to capture different perspectives on consumer engagement, including those of consumers themselves, managers responsible for designing the offer and cultural institution employees. They identify forms, success factors of and barriers to involving consumers (visitors) in the development of museum offerings. The combination of quantitative and qualitative research methods provides novel and valuable insights into the phenomenon under study.
This book will be of interest to scholars interested in culture marketing and consumer behaviour, as well as managers of museums, science centres and other cultural institutions.
Purpose
Researchers have been exploring the consequences of the hedonic adaptation process at length. This phenomenon is characterized by the reduction of pleasure with consumption experiences over time. Meanwhile, co-creation initiatives seem to be gaining traction in brand strategies. However, little is known about how individuals experience the co-creation effects in consumption. The purpose of this study is to analyse the impact of consumer co-creation experiences on predicting hedonic adaptation. Also, it aims to provide insights into the emotional aspects of consumption.
Design/methodology/approach
Three mixed-design experimental studies were conducted to explore the effects of co-creation on consumer hedonic adaptation, affective forecasting and emotional responses. Study 1 and Study 2 were conducted online with American participants. Study 3 was conducted in a laboratory setting in Brazil.
Findings
The research demonstrated that individuals predict that the path to consumption adaptation will be longer when co-creating their products co-create. However, this effect varies depending on the type of product. As for the emotional aspect, consumers attribute more positive emotions than negative ones in the context of co-creation.
Research limitations/implications
This study manipulated different conditions considering specific product types. Future research should apply this framework to other products and services to confirm the generalization of the study’s findings. Also, the authors encourage future studies that explore emotions in different co-creation scenarios.
Practical implications
Elucidating how co-creation impacts consumers’ hedonic adaptation empowers companies to leverage co-creation to cultivate positive consumer attitudes and brand loyalty. Marketing campaigns can highlight the emotional benefits of ownership and personalization. It also provides a sustainable perspective for companies, which seeks consumers who remain present over time and trust the company. Furthermore, co-creation can be used strategically for innovation management. By co-creating limited-edition trial products, companies can involve new customers, foster a sense of ownership and potentially mitigate hedonic adaptation, while gathering valuable insights for new product development.
Originality/value
This research advances the limited literature on co-creation and customer hedonic adaptation, which lies at the interface between consumer behaviour and product development. It explores how product co-creation affects consumers’ predictions and shopping experiences concerning pleasure decrease, including product value and company feedback. Additionally, it examines the role of emotions in co-creation and hedonic adaptation. This research contributes by demonstrating the impact of co-creation on adaptation, affective forecasting and emotional responses during consumption.
With the spread of crowdsourcing models, open innovation communities are able to collect ideas quickly, but it is still a major challenge to select high-quality ideas from a large number of user contributions. Adopting a nonlinear and complex perspective, this study employs a stochastic cusp catastrophe model to shed light on idea selection. We utilised a unique dataset from 12 years of LEGO IDEAS to track the idea selection process over a six-month period at weekly intervals. First, we applied machine learning methods to identify three key factors influencing idea selection: “view,” “comment,” and “update.” Then, we performed a coordinate transformation based on the equilibrium surface in the cusp catastrophe model to build an idea selected catastrophe model. This model illustrates that idea selection in open innovation communities exhibits discontinuous catastrophe. Through catastrophe analysis, we categorized ideas into four types, each with distinct managerial value, highlighting the importance of focusing on “promising ideas” near the selection threshold. Furthermore, adjusting control variables along feasible paths can make previously unselected ideas into selected ones, facilitating the identification of high-quality ideas. Our research contributes to the existing literature on idea selection in open innovation communities, and provides practical insights for innovation managers.
Purpose
This research paper aims to examine the power of customer-to-customer (C2C) oriented self-service technology (SST) in enhancing customers’ perceived C2C interaction qualities in collectively interactive service settings where C2C interactions are crucial for value co-creation.
Design/methodology/approach
The authors collected survey data within a collectively interactive service setting (massively multiplayer online role-playing games, MMORPGs) to test hypotheses. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).
Findings
The results reveal that C2CSST attributes (enjoyment, usefulness) significantly influence users’ perceived C2C interaction qualities (friend-, neighboring customer-, audience-interaction quality).
Research limitations/implications
The current research theoretically proposes and empirically validates new relational links from C2CSST attributes (enjoyment, usefulness) to each online C2C interaction quality in a collectively interactive service setting (MMORPG). However, future studies may need to explore further antecedents of each C2C interaction quality to help enhance the understanding of the model suggested.
Practical implications
The results of this study provide important guidance for designers looking to incorporate SST into collectively interactive services. Collectively interactive service providers should promote C2CSST attributes (enjoyment, usefulness) so that the users experience better C2C interactions, which may lead to customer-firm affection and loyalty.
Originality/value
Via the study, the present paper proposes a customized subcategory of self-service technology (C2CSST) and posits that the C2CSST attributes (enjoyment, usefulness) can be key managing targets for enhancing C2C interactions. To the best of the authors’ knowledge, this research is one of the first SST studies to explore the role of C2CSSTs as enablers of C2C interactions, extending the SST literature.
This study aims to elucidate the effects of digital transformation and governance measures on corruption levels in five North African countries, Algeria, Tunisia, Morocco, Egypt, and Mauritania, from 2003 to 2023. The feasible generalized least squares (FGLS) model is employed to address heterogeneity and autocorrelation. The principal component analysis is also used to construct a comprehensive digital transformation index, which consists of three variables: mobile phone subscriptions (per 100 individuals), Internet usage (% of the population), and fixed-line telephone subscriptions (per 100 individuals). The results show a negative correlation between digital transformation and corruption levels, with a coefficient of -0.0442967. The correlation between higher digital transformation rates and lower corruption levels is statistically significant at the 5% level (p-value = 0.020). The coefficient for government effectiveness is 0.4770349, signifying a substantial positive impact on corruption control, significantly significant at the 1% level (p-value < 0.001). A voice and accountability coefficient of 0.2258089 is significant at the 1% level (p < 0.001), indicating a positive and statistically significant relationship between voice, accountability, and corruption control. Political stability has a minor but statistically significant positive effect on corruption control, as indicated by a coefficient of 0.0526121, which is significant at the 5% level (p-value = 0.026). A rule-of-law coefficient of 0.1233174 demonstrates a positive relationship with corruption control. The Wald chi-squared statistic (818.41), with a p-value below 0.0001, suggests that the model is highly statistically significant, demonstrating that the explanatory variables collectively explain a considerable portion of the variation in corruption control among the analyzed countries. The AR (1) coefficient, uniform throughout all sections, is 0.5557, indicating a lack of autocorrelation in the panel data and confirming the model’s resilience. Thus, enhancements in digital infrastructure and services can significantly reduce corrupt practices by increasing transparency, streamlining government operations, and facilitating public access to information. The analysis confirms the positive impact of government effectiveness, voice and accountability, and political stability on the fight against corruption. These findings underscore the significance of effective governance and digital technologies in creating an environment conducive to reducing corruption. This study enriches the empirical literature by clarifying how digital transformation and improved governance might mitigate corruption in the Maghreb region and provide insights for policymakers seeking to foster economic development and integrity in public administration.
This article presents a practical case of a co-creation process within the framework of the European project Digital Water City (DWC). DWC sought to address the context and challenges of water in Europe with a participatory approach of co-creation as an integral part of Communities of Practice. To situate the concepts within their theoretical framework, the different approximations of co-creation and Communities of Practice (CoPs) are examined. The article analyzes the ways in which they have been used and applied in DWC as well as the ways in which the project has managed to articulate them at different levels. It discusses what has been done so far, whether the objectives related to co-creation have been achieved, what its added value to the project was, and the possible obstacles and successes. In order to gather this information, five case studies are presented and illustrated with a questionnaire that was carried out with the cities, researchers and key innovators. Results show that DWC´s co-creation process succeeded in incorporating end-users’ needs into the development of the digital solutions created, giving them a constructive role in the value-creation process, and bringing together different stakeholders from public and private sectors as well as researchers. It was also highlighted that the process and its format need to be adapted to each specific context and a culture of co-creation needs first to be established. The co-creation process and the DWC CoPs also raise governance questions and create new partnerships.
Cilj monografije je prikazati načine i razloge potrebe za merenjem
vrednosti brendova. Postoji veliki broj faktora koji utiču na vrednost
brenda, gde samo postojanje drugih brendova (dakle konkurencije) i
dinamičnost različitih tržišta (nacionalnih, regionalnih i međunarod
nih) već dovoljno govori o kompleksnosti procene vrednosti brenda
i ukupnoj dinamičnosti tog procesa. U monografiji su predstavljeni
gotovo svi faktori i okolnosti koje utiču kako na vrednost brenda, tako
i na proces merenja.
Autori su zbog navedenog obuhvatili veći broj pristupa i modela za
merenje vrednosti brenda, u smislu njihovog predstavljanja, te analize (pa
i međusobnog poređenja), kao i sinteze predstavljanja njihovog modela
kojim su pokušali da daju jedan veoma zahtevan koncept uokviren. Zbog
toga se nadaju (i veruju) da će ova monografija biti konsultovana od strane
marketara (direktora marketinga, marketing i brend menadžera), donosioca
strateških odluka u poslovanju (tj. na nivou firmi i kompanija), ali i kolega
iz akademske zajednice, u smislu daljeg izučavanja ove teme u regionu,
koja nema samo istraživačku, već i krajnje praktičnu vrednost i primenu.
Purpose
Corporate social responsibility (CSR) activities are increasingly important in the digital age, affecting the way organizations interact with existing and potential consumers and other stakeholders. In China, firms increasingly use Weibo and WeChat accounts to attract stakeholders to participate in their CSR activities.
Design/methodology/approach
This paper explores consumer participation drivers of virtual CSR co-creation, its mechanism of action on corporate reputation in the online context, and the moderating role of technology ease of use. The professional questionnaire data survey platform “WJX.cn” distributed questionnaires to paid participants with experience in CSR value co-creation, and 353 valid questionnaire forms were subsequently analyzed.
Findings
Findings revealed that social, individual achievement and hedonic needs have positive and significant impacts on consumer participation in virtual enterprise CSR co-creation and that consumer participation has a positive and significant impact on branding, and it plays an intermediary role between participation motivation and enterprise reputation. Besides, the study verifies the moderating effect of technological ease of use, which has a positive moderating effect on social and hedonic needs, and co-creation.
Originality/value
This study provides an action basis for enterprises to encourage and guide consumers to participate in CSR performance, thereby promoting social value-creating and enhancing brand reputation.
Bu makale, metaverse kavramının, tüketicilerin dijital içeriklerle etkileşimini köklü bir şekilde değiştirdiğini ve toplumun üçüncü şahıs bakış açısından izlediği geleneksel medyalardan, birinci şahıs deneyimlere geçişini sağladığını incelemektedir. Önümüzdeki beş ila on yıl içinde, metaverse'in pazarlama endüstrisinde köklü değişikler yaratacağı ve statik görüntü ve videolardan etkileşimli ve kişiselleştirilmiş tanıtım deneyimlerine evrileceği düşünülmektedir. Bu yeni ortamda, pazarlama kampanyaları için Sanal Ürün Yerleştirmeleri (SÜY) ve Sanal Sözcüler (SS) gibi yenilikçi yöntemlerin yoğun şekilde kullanılması beklenmektedir. Çalışma da multidisipliner bir yaklaşım benimsenmiş ve metaverse ortamında sanal reklam araçlarının etkileri teorik analiz yöntemiyle incelenmiştir. Çalışmada ana odak noktaları, metaverse’in beş temel unsuru olan dijital aracılık, mekânsal özellikler, sürükleyicilik, paylaşım ve gerçek zamanlı işleyiş aracılığıyla tüketici kimliği, sosyal etki ve dijital mülkiyet konuları üzerine yoğunlaşmaktadır. Sonuçlar, metaverse’in markalar için tüketiciyle sürükleyici deneyimler aracılığıyla etkileşim kurma fırsatları sunduğunu, ancak aynı zamanda tüketici gizliliği ve etik pazarlama uygulamaları konusunda endişeler yarattığını göstermektedir. Makale, kamu çıkarlarını korumak için politika yapıcılara ve iş dünyası liderlerine tüketici haklarını koruyacak öneriler sunmakta ve bu yeni dijital ortamda tüketici davranışları üzerine gelecekte yapılacak araştırmaların önemini vurgulamaktadır.
The production of Internet of Things (IoT) applications will grow even more extensively, as the IoT has far from reached its full potential. Engaging end users, in IoT development processes, can potentially contribute to building more ethical, responsible, and inclusive IoT applications. IoT ecosystems are however complex, not only due to IoT as technology but also due to the broad landscape of actors. Involving actors from, that is, government, academia, industry and business, and society, by means of co-creation can yield insight in different needs. This chapter provides a comprehensive overview on co-creation, as a collaborative design approach in IoT ecosystems. Not only co-creative benefits and enablers but also possible risks and barriers are discussed. There is elaboration on how co-creation can be applied in large-scale IoT projects. Co-creative dimensions, placeholders, processes, and tools and techniques are described. There is reflected on a tailor-made co-creative workshop method that enables multidisciplinary co-creation of IoT concepts. Scalability of iterative co-creative cycles is investigated to stimulate local development of IoT applications, while simultaneously enabling the exchange of insights on a higher level. Due to the complex nature of IoT ecosystems and their innovation processes, inevitably challenges occur. The chapter ends with a selection of challenges identified.
The purpose of this research was to provide a model of customer participation motivations in creating value in the shoe industry of East Azarbaijan province. This research is considered to be of applied and developmental type and will be done using a mixed method (qualitative-quantitative). In terms of the purpose of this research, it is an applied research. In the current research, the researcher will first consider all the factors extracted from the studies as codes, and then by considering the concept of each of these codes, he will categorize them in a similar concept. slow In this way, the concepts (topics) of the research are formed. In the following, the foundation data method is used to summarize the components. Grounded data theory is a general research method for generating theory. The purpose of this method is to present a theory derived from data that has been systematically collected and analyzed during the research process. In this strategy, the collection and analysis of data and the theory that is ultimately deduced from the data are closely related to each other. The statistical population of this research in the qualitative part will include all the researches conducted in the field of internal and external motives of customer participation in value creation, which will be provided by universities, research institutes, conferences, conventions, publications, books, websites, etc. will be The extraction of preliminary concepts is the first step of the meta-combination method, in this way, the articles are first searched and the titles of the articles are selected as criteria, then the search is based on the abstract, and irrelevant articles are discarded. After that, the search is done based on the content and finally appropriate and appropriate articles are extracted. As can be seen, 32 final articles were extracted using metacombination method in this research, based on which preliminary concepts are obtained. The results showed that the presented model was validated using a quantitative approach. For this purpose, the structural equation model and factor loading analysis were used, which led to the validation of the model. The factors were divided into two parts: internal motivations and external motivations, all of which were considered significant at the 95% confidence level. 8 factors were identified as internal motivation and 14 factors as external motivation.
Purpose
Online brand communities (OBCs) and their role in determining consumer behavior is gathering interest of theorists and practitioners. This study examines the role of OBCs in influencing the level of involvement leading to perceived sport team brand equity (STBE) of sports fans from a social exchange theory perspective. The role of self-congruity as a moderator is examined to determine the differences in the level of involvement and attachment of fans in OBCs.
Design/methodology/approach
Based on quantitative research and convenience sampling, data for the study were collected from 394 football fans who were existing members of OBCs. The research model is tested using partial least square structural equation modeling.
Findings
The results show a direct and significant impact of brand involvement on brand attachment. Consumer brand engagement (CBE) mediates the relationship between brand attachment and STBE. While self-congruence does moderate the effects between brand involvement and brand attachment.
Originality/value
The study reveals the role of community related factors on sports fans’ perceived STBE. The study also provided a novel approach to examine sport fan behavior in social media through the lens of social exchange theory. Finally, it is providing a novel approach in examining role of OBCs in influencing behavior of sports team fans towards the team and brand.
Purpose
As a high-reward strategy to differentiate social platforms, value co-creation is increasingly becoming a tool to enhance customers' social attachment. However, there is still a lack of academic understanding of the value co-creation that enables users to build social attachment with social platforms. To address this challenge, we develop and then examine a theoretical model grounded in value co-creation theory considering the relationship between value co-creation and social attachment, and also explore the mediating effect of user experience and the moderating effect of self-disclosure.
Design/methodology/approach
This study takes representative social platform users as the research object, chooses Questionnaire Star as the platform for questionnaire distribution and collection and collects 531 eligible data through the snowball sampling questionnaire method. And then, MPLUS7.4 is used to analyze the data and thus examine our proposed theoretical model.
Findings
The results of structural equation modeling analysis suggest that two dimensions of value co-creation (i.e. initiated value co-creation and spontaneous value co-creation) affect social attachment not only directly but also indirectly (i.e. the mediating role of user experience) and that self-disclosure moderates the impact of value co-creation affecting social attachment.
Originality/value
This study verifies the impact of different dimensions of value co-creation toward social platforms on social attachment, showing that value co-creation plays an important role in developing users' social attachment and provides practical implications for promoting the sustainable development of social platforms and building users' psychological well-being.
Although value co-creation in service reveals a prominent interest in service research, scarce studies analyze the importance of establishing customer roles in value co-creation. This chapter focuses on determining the customer's roles in value creation at the restaurants; the restaurant is a high-touch customer service that can provide an excellent opportunity to analyze the customers’ roles in value creation. The methodology consisted of univariate and bivariate analysis through Jamovi free software to determine consumer roles in value creation at three restaurants. The main findings indicated that co-promoter, co-evaluator, and co-distributor are the three relevant customers’ roles: sharing the experience in a face-to-face manner, posting comments on social media for the service rating, and using technology to deliver service and pick up food at restaurants. The successful execution of value creation in services depends primarily on the role of the customer, as the customer is the core of the co-creation process that directly impacts the outcome. The customer role is inherent to responsibility in the service process, and the clarity of their expectations can ensure success in value creation.
Collaboration and value co-creation are important drivers of the continuous growth of e-commerce, which is expected to reach US $6.4 trillion in 2024 despite current global crises. Only a few transaction platforms currently dominate e-commerce (eg., Amazon, Walmart), but other participants are likely to join these platforms’ ecosystems. Third-party developers can provide extensions to these ecosystems to enhance the platforms’ functionality, but third-party developers’ role in e-commerce ecosystems’ success and generativity remains underexamined in academia. The present study scrutinizes the efficacy of boundary resources in attracting and managing third-party developers in e-commerce ecosystems. This investigation is predicated upon qualitative data gathered through interviews with 14 domain experts. The insights derived from these interviews have culminated in the formulation of seven design principles. These design principles are envisaged to serve as a guiding framework for owners of innovation and transaction platforms within the e-commerce sphere, facilitating the strategic deployment of boundary resources. It is anticipated that collaboration, value creation, and the overall generative capacity as well as the success of e-commerce ecosystems shall be considerably enhanced.
In/Visibility is unequally distributed in society and closely related to the distribution of power and privilege. Using images and narratives to mobilize is part of political strategies. The relationship of in/visibility and migration is the guiding question for this edited volume. The chapters discuss multidisciplinary perspectives and factors that contribute to the visibility of forced migration beyond a policy-centered discourse. They focus on the voices and agency of refugees in different countries and contexts. By including research, practical experiences and artistic methods, the volume will be of interest to readers from different academic disciplines and the arts as well as to practitioners.
This article presents a practical case of a co-creation process within the framework of the European project Digital Water City (DWC). DWC sought to address the context and challenges of water in Europe with a participatory approach of co-creation as an integral part of Communities of Practice. To situate the concepts within their theoretical framework, the different approximations of co-creation and Communities of Practice are examined. The article analyzes the ways in which they have been used and applied in DWC as well as the ways in which the project has managed to articulate them at different levels. It discusses what has been done so far, whether the objectives related to co-creation have been achieved, what its added value to the project was, and the possible obstacles and successes. In order to gather this information, five case studies are presented and illustrated with a questionnaire that was carried out with the cities, researchers and key innovators. Results show that DWC´s co-creation process succeeded in incorporating end-users’ needs into the development of the digital solutions created, giving them a constructive role in the value-creation process, and bringing together different stakeholders from public and private sectors as well as researchers. It was also highlighted that the process and its format need to be adapted to each specific context and a culture of co-creation needs first to be established. The co-creation process and the DWC CoPs also raise governance questions and create new partnerships.
Product co-creation based on company-sponsored online community has come to be a paradigm of developing new products collaboratively with customers. In such a product co-creation campaign, the sponsoring company needs to interact intensively with active community members about the design scheme of the product. We call the collection of the rates of the company’s response to active community members at all time in the co-creation campaign as a company response policy (CRP). This article addresses the problem of finding a cost-effective CRP (the CRP problem). First, we introduce a novel community state evolutionary model and, thereby, establish an optimal control model for the CRP problem (the CRP model). Second, based on the optimality system for the CRP model, we present an iterative algorithm for solving the CRP model (the CRP algorithm). Third, through extensive numerical experiments, we conclude that the CRP algorithm converges and the resulting CRP exhibits excellent cost benefit. Consequently, we recommend the resulting CRP to companies that embrace product co-creation. Next, we discuss how to implement the resulting CRP. Finally, we investigate the effect of some factors on the cost benefit of the resulting CRP. To our knowledge, this work is the first attempt to study value co-creation through optimal control theoretic approach.
Digital platform ecosystems have formed profitable centers of gravity over the past decade. However, in several areas, such as the Internet of Things (IoT), the platform business is still in its infancy. Moreover, platform ventures are now failing at an alarming rate. The nexus for the success or failure of platforms often lies in the early stages of platform development. Value co-creation in nascent platform ecosystems is subject to specific challenges that impede platform success. Today, the literature on nascent platform ecosystems is fragmented and in a nascent stage as well, making in-depth theoretical discourse and useful managerial implications difficult. Therefore, we first conduct a comprehensive literature review through the theoretical lens of service innovation for nascent digital platforms to highlight today’s research foci. Next, we identify the main gaps between the academic literature and practical interest in nascent platform ecosystems through a Delphi study with 21 experts from leading IoT organizations. Through our finding we reveal five gaps where managerial interest is strong but theory is lacking from the discourse on nascent platform ecosystems: fear of lock-in, fear of an overly dominant platform, designing for trust, identifying the right partners, and a common language. In doing so, we provide important orientation to guide future theoretical work toward impactful management implications. Beyond that, we present a research framework and agenda that take into account the dynamic aspects of emerging platform ecosystems and thus complement existing theoretical foundations.
Purpose
The COVID-19 pandemic has significantly affected service small- and medium-sized enterprises (SMEs), increasing the importance of understanding how these businesses can become more resilient and how service innovation can be an effective strategy to increase their adaptive capacity and survival. This study aims to examine the role of dynamic capabilities in service innovation as a factor explaining the resilience of SMEs in Puerto Rico and the Dominican Republic during the COVID-19 crisis and its impact on service innovation. Additionally, the authors assess whether service innovation has a significant impact on value cocreation in these businesses.
Design/methodology/approach
This study used a quantitative method by surveying 118 SME owners in Puerto Rico and the Dominican Republic. The data were analyzed using partial least-squares structural equation modeling.
Findings
The results reflect important theoretical contributions by analyzing resilience from an innovation perspective instead of a retrospective approach, which is an area that has not been analyzed in the literature. Additionally, theoretical contributions to marketing services in SMEs are discussed, which is an underresearched topic. The results advance by discussing the role of service innovation through the reconfiguration of resources and how this can be an effective strategy to increase value cocreation with customers during crises.
Originality/value
This study is original in that it analyzes resilience from the perspective of innovation, and not from a retrospective approach. It offers a vision in response to the need for studies that provide a clearer conceptualization of resilience in small businesses. This highlights the importance of considering regional differences and service innovation as effective strategies to enhance resilience and value cocreation with customers.
Understanding what motivates participation is a central theme in the
research on open source software (OSS) development. Our study contributes
by revealing how the different motivations of OSS developers are
interrelated, how these motivations influence participation leading
to performance, and how past performance influences subsequent motivations.
Drawing on theories of intrinsic and extrinsic motivation, we develop
a theoretical model relating the motivations, participation, and
performance of OSS developers. We evaluate our model using survey
and archival data collected from a longitudinal field study of software
developers in the Apache projects. Our results reveal several important
findings. First, we find that developers' motivations are not independent
but rather are related in complex ways. Being paid to contribute
to Apache projects is positively related to developers' status motivations
but negatively related to their use-value motivations. Perhaps surprisingly,
we find no evidence of diminished intrinsic motivation in the presence
of extrinsic motivations; rather, status motivations enhance intrinsic
motivations. Second, we find that different motivations have an impact
on participation in different ways. Developers' paid participation
and status motivations lead to above-average contribution levels,
but use-value motivations lead to below-average contribution levels,
and intrinsic motivations do not significantly impact average contribution
levels. Third, we find that developers' contribution levels positively
impact their performance rankings. Finally, our results suggest that
past-performance rankings enhance developers' subsequent status motivations.
The relationship between on-line communities and on-line brands is investigated by examining how on-line brand community's characteristics affect community commitment and brand loyalty-in particular, how the hosting type of an on-line brand community affects the relationships between characteristics and community commitment. A survey of 250 respondents revealed that their community commitment was significantly influenced by their community interaction and the rewards for their activities, but not by information quality and system quality. The analysis shows that the hosting type of a community has a significant moderating effect and that community commitment increases brand loyalty. Interpretations and implications of the findings, as well as future research directions, are discussed.
Word of mouth marketing — the intentional influencing of consumer-to-consumer communications — is an increasingly important technique. The authors overview and synthesize extant word of mouth theory and present a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eighty-three blogs were followed for six months. Findings reveal the complex cultural conditions through which marketing “hype” is transformed by consumers into the “honey” of relevant, shared communications. Four word of mouth communication strategies are identified — evaluation, embracing, endorsement and explanation. Each is influenced by communicator narrative, communications forum, communal norms and the nature of the marketing promotion. An intrinsic tension between commercial and communal interests plays a prominent, normative role in message formation and reception. This “hype-to-honey” theory shows that communal word of mouth does not simply increase or amplify marketing messages. Rather, marketing messages and meanings are systematically altered in the process of embedding them. The theory has implications for how marketers should plan, target and benefit from word of mouth and how scholars should understand word of mouth in a networked world.
Co-creation is a new paradigm that has captured the imagination of marketing and management professionals and scholars. Drawing on Foucault's notion of government and neo-Marxist theories of labor and value, we critically interrogate the cultural, social, and economic politics of this new management technique. We suggest that co-creation represents a political form of power aimed at generating particular forms of consumer life at once free and controllable, creative and docile. We argue that the discourse of value co-creation stands for a notion of modern corporate power that is no longer aimed at disciplining consumers and shaping actions according to a given norm, but at working with and through the freedom of the consumer. In short, administering consumption in ways that allow for the continuous emergence and exploitation of creative and valuable forms of consumer labor is the true meaning of the concept of co-creation.
Active interactions and relationships among members are crucial to the success of consumer-to-consumer (C2C) e-commerce. Prior studies have rarely articulated the relationship between the social interactions among members and their loyalty to the C2C platform provider. This paper differentiates two types of trust in C2C e-commerce-mutual trust among members and members' trust in the platform provider-and then proposes that trust in the platform provider mediates the relation between mutual trust and loyalty to the platform provider. A study using a sample from Chinese C2C Web sites shows that information interaction and emotional interaction both boost mutual trust among members, which in turn boosts their trust in and loyalty to the platform provider. For platform providers, the findings suggest a strategic route to building members' loyalty in a competitive market.
On-line consumer reviews, functioning both as informants and as recommenders, are important in making purchase decisions and for product sales. Their persuasive impact depends on both their quality and their quantity. This paper uses the elaboration likelihood model to explain how level of involvement with a product moderates these relationships. The study produces three major findings: (1) the quality of on-line reviews has a positive effect on consumers' purchasing intention, (2) purchasing intention increases as the number of reviews increases, and (3) low-involvement consumers are affected by the quantity rather than the quality of reviews, but high-involvement consumers are affected by review quantity mainly when the review quality is high. These findings have implications for on-line sellers in terms of how to manage on-line consumer reviews.
Open Innovation describes an emergent model of innovation in which firms draw on research and development that may lie outside their own boundaries. In some cases, such as open source software, this research and development can take place in a non-proprietary manner. Henry Chesbrough and his collaborators investigate this phenomenon, linking the practice of innovation to the established body of innovation research, showing what's new and what's familiar in the process. Offering theoretical explanations for the use (and limits) of open innovation, the book examines the applicability of the concept, implications for the boundaries of firms, the potential of open innovation to prove successful, and implications for intellectual property policies and practices. The book will be key reading for academics, researchers, and graduate students of innovation and technology management.
This book brings together classic writings on the economic nature and organization of firms, including works by Ronald Coase, Oliver Williamson, and Michael Jensen and William Meckling, as well as more recent contributions by Paul Milgrom, Bengt Holmstrom, John Roberts, Oliver Hart, Luigi Zingales, and others. Part I explores the general theme of the firm's nature and place in the market economy; Part II addresses the question of which transactions are integrated under a firm's roof and what limits the growth of firms; Part III examines employer-employee relations and the motivation of labor; and Part IV studies the firm's organization from the standpoint of financing and the relationship between owners and managers. The volume also includes a consolidated bibliography of sources cited by these authors and an introductory essay by the editors that surveys the new institutional economics of the firm and issues raised in the anthology.
This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games whose players have greater Internet experience. The article shows differential impact of consumer reviews across products in the same product category and suggests that firms’ online marketing strategies should be contingent on product and consumer characteristics. The authors discuss the implications of these results in light of the increased share of niche products in recent years.
Word-of-mouth (WOM) marketing—firms’ intentional influencing of consumer-to-consumer communications—is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social media marketing methods face a situation of networked coproduction of narratives. It then presents a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eighty-three blogs were followed for six months. The findings indicate that this network of communications offers four social media communication strategies—evaluation, embracing, endorsement, and explanation. Each is influenced by character narrative, communications forum, communal norms, and the nature of the marketing promotion. This new narrative model shows that communal WOM does not simply increase or amplify marketing messages; rather, marketing messages and meanings are systematically altered in the process of embedding them. The theory has definite, pragmatic implications for how marketers should plan, target, and leverage WOM and how scholars should understand WOM in a networked world.
The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.
We analyze how online reviews are used to evaluate the effectiveness of product differentiation strategies based on the theories of hyperdifferentiation and resonance marketing. Hyperdifferentiation says that firms can now produce almost anything that appeals to consumers and they can manage the complexity of the increasingly diverse product portfolios that result. Resonance marketing says that informed consumers will purchase products that they actually truly want. When consumers become more informed, firms that provide highly differentiated products should experience higher growth rates than firms with less differentiated offerings. We construct measures of product positioning based on online ratings and find supportive evidence using sales data from the craft beer industry. In particular, we find that the variance of ratings and the strength of the most positive quartile of reviews play a significant role in determining which new products grow fastest in the market-place. This supports our expectations for resonance marketing.
Scholars of the theory of the firm have begun to emphasize the sources and conditions of what has been described as “the organizational advantage,” rather than focus on the causes and consequences of market failure. Typically, researchers see such organizational advantage as accruing from the particular capabilities organizations have for creating and sharing knowledge. In this article we seek to contribute to this body of work by developing the following arguments: (1) social capital facilitates the creation of new intellectual capital; (2) organizations, as institutional settings, are conducive to the development of high levels of social capital; and (3) it is because of their more dense social capital that firms, within certain limits, have an advantage over markets in creating and sharing intellectual capital. We present a model that incorporates this overall argument in the form of a series of hypothesized relationships between different dimensions of social capital and the main mechanisms and processes necessary for the creation of intellectual capital.
Information markets are mechanisms that allow a group of geographically dispersed participants to reach and continuously reevaluate consensus by discovering the value of alternative outcomes. Evidence suggests that these markets can produce better quality decisions than a small subset of selected decision makers: a finding in direct opposition to the trust we place on expertise. In challenging and uncertain decision-making arenas, information markets offer an interesting, and somewhat counter-intuitive approach. In practice, information markets may be used in combination with other decision-making methods, but these market-based mechanisms offer many advantages. This paper presents an information market typology and explores some of the challenges raised by different market applications. Market types include event and estimation-based prediction markets, decision markets, and idea markets. An integrated research landscape model and research propositions are presented to help guide continuing research in this area.
Currently, two models of innovation are prevalent in organization science. The "private investment" model assumes returns to the innovator result from private goods and efficient regimes of intellectual property protection. The "collective action" model assumes that under conditions of market failure, innovators collaborate in order to produce a public good. The phenomenon of open source software development shows that users program to solve their own as well as shared technical problems, and freely reveal their innovations without appropriating private returns from selling the software. In this paper, we propose that open source software development is an exemplar of a compound "private-collective" model of innovation that contains elements of both the private investment and the collective action models and can offer society the "best of both worlds" under many conditions. We describe a new set of research questions this model raises for scholars in organization science. We offer some details regarding the types of data available for open source projects in order to ease access for researchers who are unfamiliar with these, and also offer some advice on conducting empirical studies on open source software development processes.
DIVIn Two Bits, Christopher M. Kelty investigates the history and cultural significance of Free Software, revealing the people and practices that have transformed not only software but also music, film, science, and education. Free Software is a set of practices devoted to the collaborative creation of software source code that is made openly and freely available through an unconventional use of copyright law. Kelty explains how these specific practices have reoriented the relations of power around the creation, dissemination, and authorization of all kinds of knowledge. He also makes an important contribution to discussions of public spheres and social imaginaries by demonstrating how Free Software is a “recursive public”—a public organized around the ability to build, modify, and maintain the very infrastructure that gives it life in the first place.Drawing on ethnographic research that took him from an Internet healthcare start-up company in Boston to media labs in Berlin to young entrepreneurs in Bangalore, Kelty describes the technologies and the moral vision that bind together hackers, geeks, lawyers, and other Free Software advocates. In each case, he shows how their practices and way of life include not only the sharing of software source code but also ways of conceptualizing openness, writing copyright licenses, coordinating collaboration, and proselytizing. By exploring in detail how these practices came together as the Free Software movement from the 1970s to the 1990s, Kelty also considers how it is possible to understand the new movements emerging from Free Software: projects such as Creative Commons, a nonprofit organization that creates copyright licenses, and Connexions, a project to create an online scholarly textbook commons./div
The success of the Linux operating system has demonstrated the viability of open-source software, an alternative form of software development that challenges traditional assumptions about software markets. Understanding why developers participate in open-source projects is crucial for assessing the impact of open-source software. Their motivations fall into two broad categories: internal factors (e.g., intrinsic motivation, altruism) and external rewards (e.g., expected future returns, personal needs). The results of a survey administered to open-source programmers are summarized.
Many companies have established technology-based platforms or virtual customer environments to partner with their customers in innovation and value creation. In pursuing such initiatives, most companies seem to focus primarily on customers) innovative contributions, paying limited attention to customers' interaction experiences in the VCE. But the VCE experience has broader and more profound implications - particularly for customer relationship management. In this article, the authors offer a framework to help companies understand and evaluate customers' VCE experience profile. The authors describe five customer roles in innovation and value cocreation: product conceptualizer, product designer, product tester, product support specialist and product marketer. Each role has something to offer. However, depending on the customer innovation role, the nature of the customer interactions and the technologies used in the VCE will vary. The VCE customer experience is made up of four components: the pragmatic experience (its ability to provide information), the sociability experience (how it promotes group discussion)) the usability experience (defined by the quality of the human-computer interactions) and the hedonic experience (relating to mental stimulation and entertainment). Drawing on examples from companies including Microsoft, SAP, Samsung, BMW, Volvo and Ducati, the authors suggest strategies and practices to enhance customer experiences in VCEs and ensure favorable outcomes in terms of both innovation management and customer relationship management. Designing and implementing the right system can help companies improve innovation and customer relationship management. Therefore, managers should view their VCE initiatives as an integral part of their overall innovation and customer strategies. What's more, the costs of implementation can vary widely. Therefore, companies need to be careful about selecting and implementing a portfolio of strategies and practices that meets the needs of the types of customers they want to engage in value cocreation.
The Internet has radically altered the proposition that listening to your customers can help you improve products and services. Customers are now able to be so intimately involved in the development and usage of what you have to sell they become co-creators of value.
Customer-centric business makes the needs and resources of individual
customers the starting point for planning new products and services or improving
existing ones. While customer-centricity has received recent attention in the marketing
literature, technologies to enable customer-centricity have been largely ignored
in research and theory development. In this paper, we describe one enabling technology—
wikis. Wiki is a Web-based collaboration technology designed to allow anyone
to update any information posted to a wiki-based Web site. As such, wikis can be used
to enable customers to not only access but also change the organization’s Web presence,
creating previously unheard of opportunities for joint content development and
“peer production” of Web content. At the same time, such openness may make the
organization vulnerable to Web site defacing, destruction of intellectual property, and
general chaos. In this zone of tension—between opportunity and possible failure—an
increasing number of organizations are experimenting with the use of wikis and the
wiki way to engage customers. Three cases of organizations using wikis to foster
customer-centricity are described, with each case representing an ever-increasing level
of customer engagement. An examination of the three cases reveals six characteristics
that affect customer engagement—community custodianship, goal alignment
among contributors, value-adding processes, emerging layers of participation, critical
mass of management and monitoring activity, and technologies in which features
are matched to assumptions about how the community collaborates. Parallels between
our findings and those evolving in studies of the open source software movement
are drawn.
Introduction Part One: Cultures (Cultures of Our Past Culture of Our Future RO, Extended RW, Revived Cultures Compared) Part Two: Economies (Two Economies: Commercial and Sharing Hybrid Economies Economy Lessons) Part Three: Enabling the Future (Reforming Law Reforming Us Conclusion)
This article posits a ???mutual fit??? between consumer culture and the task posed to individuals under conditions of modernity: to produce for themselves the continuity no longer provided by society. It therefore explores the new forms of consumption formed from a shift from the functionality of needs to the diffuse plasticity and volatility of desire, arguing that this principle of instability has become functional to a modernity that seems to conjure stability out of an entire lack of solidity.
Rapid technological innovation and changing market expectations in elec- tronic commerce are pushing companies to develop strategies for radically new products. Fast and unbiased new marketing research methods are needed to reduce the associated risks. A full-revelation mechanism is a crucial element of these new methods. It can be implemented with a two-round, second-price, sealed-bid auction. The process of market- ing research is accelerated by conducting the auction on-line.
There has been a recent surge of interest in open source software development, which involves developers at many different locations and organizations sharing code to develop and refine programs. To an economist, the behavior of individual programmers and commercial companies engaged in open source projects is initially startling. This paper makes a preliminary exploration of the economics of open source software. We highlight the extent to which labor economics, especially the literature on 'career concerns', and industrial organization theory can explain many of these projects' features. We conclude by listing interesting research questions related to open source software.
Recent developments in marketing thought and practice highlight the opportunities that co-production of services provide for creating customer value. The authors propose a model of co-production with which they investigate the links between co-production and customer loyalty and the factors likely to increase the level of co-production in a financial services context, with support from an investigation in the medical services context. Further, the authors consider the relationships of customer expertise, customer–advisor communication, customer affective commitment, and interactional justice with the level of co-production. On the basis of testing with a sample of 1,197 customers of a large multinational financial services organization and 100 patients of medical services, the model is partially supported. Therefore, the authors suggest that co-production may have an important role as a basis for competition in the financial services industry.
This book introduces a powerful new concept to the business world - Collaborative Innovation Networks (COINs). COINs have been around for hundreds of years, and many of us have already been a part of a COIN without knowing it. What makes COINs so relevant today is that the concept has reached its tipping point, thanks to the communication capabilities of the Internet and the World Wide Web. A COIN is a cyberteam of self-motivated people with a collective vision, enabled by technology to collaborate in achieving a common goal - an innovation - by sharing ideas, information, and work. Working this way is key to successful innovation, and it is no exaggeration to state that COINs are the most productive engines of innovation ever. This book explores why COINs are so important to business success in the new century. It explains the traits that characterize COIN members and COIN behavior. It makes the case for why businesses ought to be rushing to uncover their COINs and nurture them, and provides tools for building organizations that are more creative, productive, and efficient by applying principles of creative collaboration, knowledge sharing, and social networking. Through real-life examples of COINs in several business sectors, the book shows how to leverage COINs to develop successful products in R&D, grow better customer relationships, establish better project management processes, and build higher-performing teams. There is even a method offered for locating, analyzing, and measuring the impact of COINs on an organization.
This paper examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games whose players have greater Internet experience. The paper shows differential impact of consumer reviews across products in the same product category, and suggests that firms' online marketing strategies should be contingent on product and consumer characteristics. The authors discuss the implications of these results in light of the increased share of niche products in recent years.
The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.
An analysis on the structure and content of more than one million blogs worldwide for unearthing insights into blogger behavior is discussed. An analysis on blogspace reflects two distinct perspectives which are the temporal and the spatial. The profile pages of 1.3 million bloggers at livejournal.com was studied in which each blogger has a self-reported profile of personal information, including name, geographic location, date of birth, interests, and friends. It was found that three out of four livejournal bloggers were between 16-24 age and there interests are highly corrrelated with age.
Word-of-mouth (WOM) study is extended to the on-line context (eWOM) by examining the informational and normative determinants of the perceived credibility of on-line consumer recommendations. A survey of users of an on-line consumer discussion forum in China substantiated the effects of the determinants, although post-hoc analyses revealed that prior knowledge and involvement level moderate some of them. Implications for research and practice are discussed.
The governance of natural resources used by many individuals in common is an issue of increasing concern to policy analysts. Both state control and privatization of resources have been advocated, but neither the state nor the market have been uniformly successful in solving common pool resource problems. After critiquing the foundations of policy analysis as applied to natural resources, Elinor Ostrom here provides a unique body of empirical data to explore conditions under which common pool resource problems have been satisfactorily or unsatisfactorily solved. Dr Ostrom uses institutional analysis to explore different ways - both successful and unsuccessful - of governing the commons. In contrast to the proposition of the 'tragedy of the commons' argument, common pool problems sometimes are solved by voluntary organizations rather than by a coercive state. Among the cases considered are communal tenure in meadows and forests, irrigation communities and other water rights, and fisheries.
The success of the Linux operating system has demonstrated the viability of an alternative form of software development — open source software — that challenges traditional assumptions about software markets. Understanding what drives open source developers to participate in open source projects is crucial for assessing the impact of open source software. This article identifies two broad types of motivations that account for their participation in open source projects. The first category includes internal factors such as intrinsic motivation and altruism, and the second category focuses on external rewards such as expected future returns and personal needs. This article also reports the results of a survey administered to open source programmers.
Electronic commerce (E-commerce) is sharing business information, maintaining business relationships, and conducting business transactions by means of telecommunications networks. Traditional E-commerce, conducted with the use of information technologies centering on electronic data interchange (EDI) over proprietary value-added networks, is rapidly moving to the Internet. The Internet's World Wide Web has become the prime driver of contemporary E-commerce. This paper presents a hierarchical framework of E-commerce, consisting of three meta-levels: infrastructure, services, and products and structures, which, in turn, consist of seven functional levels. These levels of E-commerce development, as well as of analysis, range from the wide-area telecommunications infrastructure to electronic marketplaces and electronic hierarchies enabled by E-commerce. Several nodal problems are discussed that will define future development in E-commerce, including integrating electronic payment into the buying process, building a consumer marketplace, the governance of electronic business, and the new intermediation. The paper also introduces the International Journal of Electronic Commerce, which will provide an integrated view of the new E-commerce.