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Value creating processes between firms and consumers: A phenomenon within the New Economy

Laufeld, Maria and Betinger, Karin (2010)
Department of Business Administration
Abstract
Purpose of the study: To construct a framework by investigating value creating processes within the New Economy. In terms of value the researchers are investigating the process from consumer activation to co-production, and to the last step of using co-production in order to co-create value. Theoretical framework: The main theories are Marketing Communications, Co-production and Co-creation. Additional theories have been used as a compliment to two of the main theories. Market Communications includes therefore theories based on the Experience Economy, the DART-Model and Co-branding. Co-production comprises Word-Of- Mouth, Opinion Leader Theory, Collectivism and Blog Communities. Methodology: A qualitative method is used a hermeneutical... (More)
Purpose of the study: To construct a framework by investigating value creating processes within the New Economy. In terms of value the researchers are investigating the process from consumer activation to co-production, and to the last step of using co-production in order to co-create value. Theoretical framework: The main theories are Marketing Communications, Co-production and Co-creation. Additional theories have been used as a compliment to two of the main theories. Market Communications includes therefore theories based on the Experience Economy, the DART-Model and Co-branding. Co-production comprises Word-Of- Mouth, Opinion Leader Theory, Collectivism and Blog Communities. Methodology: A qualitative method is used a hermeneutical approach applied and further is an interative research strategy used. The empirical material is collected by conducting ten online interviews and two in-depth interviews with fashion bloggers. A few observations have also been conducted to enhance the interviews. Conclusion: Activation occurs by using several marketing communications through several channels. Co-production is created due to the power of W-O-M and the desire to belong to different social groups. Co-creation can be attained if firms are using consumers feedback and further incorporate it in the process of Co-creation value. (Less)
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author
Laufeld, Maria and Betinger, Karin
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
The New Economy, Marketing communications, Co-production, Co-creation, Blogs, Management of enterprises, Företagsledning, management
language
Swedish
id
1625544
date added to LUP
2010-06-03 00:00:00
date last changed
2012-04-02 18:23:25
@misc{1625544,
  abstract     = {Purpose of the study: To construct a framework by investigating value creating processes within the New Economy. In terms of value the researchers are investigating the process from consumer activation to co-production, and to the last step of using co-production in order to co-create value. Theoretical framework: The main theories are Marketing Communications, Co-production and Co-creation. Additional theories have been used as a compliment to two of the main theories. Market Communications includes therefore theories based on the Experience Economy, the DART-Model and Co-branding. Co-production comprises Word-Of- Mouth, Opinion Leader Theory, Collectivism and Blog Communities. Methodology: A qualitative method is used a hermeneutical approach applied and further is an interative research strategy used. The empirical material is collected by conducting ten online interviews and two in-depth interviews with fashion bloggers. A few observations have also been conducted to enhance the interviews. Conclusion: Activation occurs by using several marketing communications through several channels. Co-production is created due to the power of W-O-M and the desire to belong to different social groups. Co-creation can be attained if firms are using consumers feedback and further incorporate it in the process of Co-creation value.},
  author       = {Laufeld, Maria and Betinger, Karin},
  keyword      = {The New Economy,Marketing communications,Co-production,Co-creation,Blogs,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Value creating processes between firms and consumers: A phenomenon within the New Economy},
  year         = {2010},
}