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CO-CREATION FOR VALUE CREATION: A BASIS FOR PRODUCER-CONSUMER SYNERGY

CHAPTER ONE

1.1  Background To The Study

Co-creation is an organizational management initiative or type of economic strategy that brings different parties together, such as the firm and its customers, to mutually produce a valued outcome. The process elicits new ideas from customers, which are then instilled as a blend of new ideas into the organization. When a customer uses his personal experiences in the firm’s product-service proposition, he co-creates value that is best suited for the customer’s utility and provides greater value for the firm’s product-service investment in the form of increased revenue, new knowledge, profitability, and superior brand loyalty and value. Scholars C. K. Prahalad and Venkat Ramaswamy published “Co-Opting Customer Competence” in the Harvard Business Review in 2000. They defined collaboration as

“The collective creation of value by the firm and its customers; allowing customers to instill their service experience in order to create the value that suits them” (Prahalad and Ramaswamy, 2004, p. 8). Co-creation Processes entail two fundamental steps: Contribution, which is the submission of public contributions to the firm, and Selection, which is the selection of the best submissions. The term ‘value’ can be interpreted in several ways, including strategic value, economic value, or service customer, provider (Helkkula, Kelleher, & Philström 2012, 60).

As a result, the roles in value creation are ambiguous and equal, making all actors co-creators of value.

1.2  Statement of the Problem

Co-creation of value requires both the firm and the customers to work together. Co-creation is an organizational management initiative or type of economic strategy that brings different parties together, such as the firm and its customers, to mutually produce a valued outcome. The process elicits new ideas from customers, which are then instilled as a blend of new ideas into the organization. When a customer uses his personal experiences in the firm’s product-service proposition, he co-creates value that is best suited for the customer’s utility and provides greater value for the firm’s product-service investment in the form of increased revenue, new knowledge, profitability, and superior brand loyalty and value. As a result, there are significant challenges as Successful Co-creation necessitates two fundamental steps. The first is the contribution of ideas, in which the firm must persuade the customer to contribute to the creation of value to a value proposition. However, collecting contributions from customers is a difficult task because many of these customers have busy schedules to attend to the firm’s calls. As a result, the vast majority of co-creation efforts fail. The second challenge of the selection process is that most submissions are not very useful, making the selection impractical and somewhat difficult to implement. Firms are in a quandary when many of the customer submissions are on the negative side of profiting the firm due to the risk of potential fallout with the customer. Customers exist if their input is ignored and not incorporated into the co-creation process. As a result, the value creation process of co-creation and direct interactions between the customer and the firm is becoming more difficult. As a result, the research problem is to evaluate Co-Creation for Value Creation: A Basis for Producer-Consumer Synergy.

1.3  Objectives of the Study

Co-Creation for Value Creation: A Foundation for Producer-Consumer Synergy

The process elicits new ideas from customers, which are then instilled as a blend of new ideas into the organization. When a customer uses his personal experiences in the firm’s product-service proposition, he co-creates value that is best suited for the customer’s utility and provides greater value for the firm’s product-service investment in the form of increased revenue, new knowledge, profitability, and superior brand loyalty and value. “Co-Opting Customer Competence”. Co-creation was defined as “the collective creation of value by the firm and its customer; allowing the customer to instill their service experience to create the value that suits them” (Prahalad and Ramaswamy, 2004, p. 8).

1.4  Research Questions

What exactly are co-creation and value creation?

What is Value Co-Creation: A Foundation for Producer-Consumer Synergy?

1.5  Significance of the Study

The study will provide an assessment of Co-Creation and Value Creation: A Foundation for Producer-Consumer Synergy.

Co-creation is an organizational management initiative or type of economic strategy that brings different parties together, such as the firm and its customers, to mutually produce a valued outcome. The process elicits new ideas from customers, which are then instilled as a blend of new ideas into the organization. When a customer uses his personal experiences in the firm’s product-service proposition, he co-creates value that is best suited for the customer’s utility and provides greater value for the firm’s product-service investment in the form of increased revenue, new knowledge, profitability, and superior brand loyalty and value.

1.6  Research Hypothesis

Ho co-creation for value creation is insignificant as a foundation for producer-consumer synergy.

Hi, co-creation for value creation is important as a foundation for producer-consumer synergy.

1.7  Scope of the Study

The research focuses on the evaluation of Co-Creation for Value Creation: A Foundation for Producer-Consumer Synergy.

1.8  Limitations of the Study

The study was hampered by a number of constraints, including logistical and geographical factors.

1.9  Definition of Terms

CREATION IN PARTNERSHIP

Co-creation is an organizational management initiative or type of economic strategy that brings different parties together, such as the firm and its customers, to mutually produce a valued outcome. The process elicits new ideas from customers, which are then instilled as a blend of new ideas into the organization. When a customer uses his personal experiences in the firm’s product-service proposition, he co-creates value that is best suited for the customer’s utility and provides greater value for the firm’s product-service investment in the form of increased revenue, new knowledge, profitability, and superior brand loyalty and value.

Proposition de valeur

According to Chandler and Lusch (2015, 6–8), this constitutes an invitation to serve.

from one actor to the next. This is the principle that is used in the value creation process.

the creation of value

The fundamental focus of value creation is the incorporation of customer experience, as well as current and anticipated future visions (Helkkula et al. 2012, 65).

 

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