Service Watch: the Co Creation
Service watch:
Value co-creation
LSMS2102
Advanced Marketing
Professor V. Swaen
Group 1
Chumpitaz Pasquel Diana
De Praetere Bertrand
Kalbfleisch Christophe
Paquet Julien
Vansiliette Thomas
12/05/2012
1
The choice of the theme of our paper was quite easy. We chose for co-creation because it is something we, in a certain way, encounter everywhere. Indeed, each time someone asks to a person his opinion on his work, the one who intervenes participate to the creation of value of this specific project, they co-create... In the term co-creation there is “co” and “creation”. The “co” stands for teamwork, an interactive relationship or a customer experience. “Creation” suggests the conception of a value rich experience. In other words, cocreation is a marketing strategy which allows and encourages a more active involvement from the customer to create value.
After this little introduction we have divided our group assignment in three main parts and a conclusion. The two first parts have been developed with more or less the same methodology. We have searched articles related to our topic. We have resumed them in the appendix. Afterwards, we have discussed the articles and made the link with concepts examined in the course. Nevertheless, the first part is a discussion of each interesting academic article while the second part is divided into topics in which several business articles where discussed. Our third part is an interesting company case, the BMW Co-Creation Lab, which fits perfectly in our field. Finally, we have made a short conclusion about our group work what we learned throughout this.
2
Paper discussing about academic articles
Customer co-creation of travel services: the role of the company support and customer satisfaction with the co-creation performance
The first academic article, from Grissemann and Shokburger-Sauer (2012), describes the role of company support and customer satisfaction with the co-creation
Value co-creation
LSMS2102
Advanced Marketing
Professor V. Swaen
Group 1
Chumpitaz Pasquel Diana
De Praetere Bertrand
Kalbfleisch Christophe
Paquet Julien
Vansiliette Thomas
12/05/2012
1
The choice of the theme of our paper was quite easy. We chose for co-creation because it is something we, in a certain way, encounter everywhere. Indeed, each time someone asks to a person his opinion on his work, the one who intervenes participate to the creation of value of this specific project, they co-create... In the term co-creation there is “co” and “creation”. The “co” stands for teamwork, an interactive relationship or a customer experience. “Creation” suggests the conception of a value rich experience. In other words, cocreation is a marketing strategy which allows and encourages a more active involvement from the customer to create value.
After this little introduction we have divided our group assignment in three main parts and a conclusion. The two first parts have been developed with more or less the same methodology. We have searched articles related to our topic. We have resumed them in the appendix. Afterwards, we have discussed the articles and made the link with concepts examined in the course. Nevertheless, the first part is a discussion of each interesting academic article while the second part is divided into topics in which several business articles where discussed. Our third part is an interesting company case, the BMW Co-Creation Lab, which fits perfectly in our field. Finally, we have made a short conclusion about our group work what we learned throughout this.
2
Paper discussing about academic articles
Customer co-creation of travel services: the role of the company support and customer satisfaction with the co-creation performance
The first academic article, from Grissemann and Shokburger-Sauer (2012), describes the role of company support and customer satisfaction with the co-creation
Bibliography: Cambié, S. (2012). LESSONS FROM THE FRONT LINE. Communication World, 29(1), 28-32. Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance (2011). Creating Shared Value: Interaction (Vol. 89, pp. 16-17): Harvard Business School Publication Corp. Hardy, Q. (2011). Names You Need To Know: Consumer Co-Creation. Forbes.com, 33-33. Madden, R. (2011). Co-creation can be so much more than this. Marketing Week (01419285), 34(33), 9-9. McEleny, C. (2010). Brands invest in online co-creation.New Media Age, 01-03. Mukhtar, M., Ismail, M. N., & Yahya, Y. (2012). A hierarchical classification of co-creation models and techniques to aid in product or service design Ramaswamy, V., & Gouillart, F. (2010). Building the Co-Creative Enterprise. Harvard Business Review, 88(10), 100-109. Zeithaml, V. A. (1996). Services marketing / Valarie A. Zeithaml, Mary Jo Bitner. Singapore ; New York :: McGraw Hill.