Cocreation & inspiration: proposal of an applied model for value co-creation
DOI:
https://doi.org/10.5585/2024.25667Keywords:
value co-creation, conceptual models, practical modelAbstract
Objective of the Study: The study aims to propose a value co-creation process model based on both literature and business practices, intended for use by companies to leverage their strategies and objectives.
Methodology/Approach: We began by examining existing conceptual models of value co-creation. Then, adopting an ethnographic perspective, we conducted a series of meetings with Mercur S.A. in Santa Cruz do Sul, RS, over the course of a year. During these meetings, we focused on understanding the company's co-creation practices. We collected primary data through participant observation, keeping detailed field notes and systematic records of each interaction.
Originality/Relevance: The study involves a combined and interactive analysis of conceptual models of value co-creation with primary data collected through participatory and immersive methods. This process, lasting approximately a year, is characterized as longitudinal research with an ethnographic orientation.
Main Results: The study proposes a unified and coherent model developed interactively, based on a robust theoretical foundation and practices observed and experienced in the studied company.
Theoretical/Methodological Contributions: The study highlights the evolution from a dyadic paradigm of creating value between companies and consumers to a more comprehensive view involving multiple actors. Many theoretical models of value co-creation lack practical elements necessary for effective dissemination by companies, and it is this gap that the study fills.
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