Value creating processes between firms and consumers: A phenomenon within the New Economy
(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)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1625544
- author
- Laufeld, Maria and Betinger, Karin
- supervisor
- organization
- year
- 2010
- 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}},
language = {{swe}},
note = {{Student Paper}},
title = {{Value creating processes between firms and consumers: A phenomenon within the New Economy}},
year = {{2010}},
}