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Virtual co-creation - A mixture between control and freedom

Werner, Sigrid and Bräunlich, Saskia (2011)
Department of Business Administration
Abstract
The purpose with this study is to enhance our knowledge about virtual co-creation by investigating in the underlying role of the co-creating consumer and how companies manage co-creation as well as studying how power is distributed within this consumer- company relationship. The research undertakes a qualitative research strategy with an abductive methodological approach. Netnography is the chosen research method for collecting primary data and a literature study for collecting secondary data. The theoretical dimension is built on theories regarding virtual co- creation, the roles of production and consumption, space and place and post-modernistic views of co-production and the management of free labour. Empirics are collected through... (More)
The purpose with this study is to enhance our knowledge about virtual co-creation by investigating in the underlying role of the co-creating consumer and how companies manage co-creation as well as studying how power is distributed within this consumer- company relationship. The research undertakes a qualitative research strategy with an abductive methodological approach. Netnography is the chosen research method for collecting primary data and a literature study for collecting secondary data. The theoretical dimension is built on theories regarding virtual co- creation, the roles of production and consumption, space and place and post-modernistic views of co-production and the management of free labour. Empirics are collected through online observations taking the part as complete observes of the chosen empirical site, LEGO “DESIGNbyME”. Empirical results are analyzed with a base in the theoretical dimension by applying theories regarding the role of the consumer and the management of free labour on the “DESIGNbyME” site. Co-creation is a mixture of control and freedom, where companies can by strategies control the place but only to some extent in order to not limit the space of the consumer to enfold their creativity. (Less)
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author
Werner, Sigrid and Bräunlich, Saskia
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Co-creation, value, labour, space, place, control and freedom, Management of enterprises, Företagsledning, management
language
Swedish
id
2061546
date added to LUP
2011-05-31
date last changed
2012-04-02 19:09:38
@misc{2061546,
  abstract     = {The purpose with this study is to enhance our knowledge about virtual co-creation by investigating in the underlying role of the co-creating consumer and how companies manage co-creation as well as studying how power is distributed within this consumer- company relationship. The research undertakes a qualitative research strategy with an abductive methodological approach. Netnography is the chosen research method for collecting primary data and a literature study for collecting secondary data. The theoretical dimension is built on theories regarding virtual co- creation, the roles of production and consumption, space and place and post-modernistic views of co-production and the management of free labour. Empirics are collected through online observations taking the part as complete observes of the chosen empirical site, LEGO “DESIGNbyME”. Empirical results are analyzed with a base in the theoretical dimension by applying theories regarding the role of the consumer and the management of free labour on the “DESIGNbyME” site. Co-creation is a mixture of control and freedom, where companies can by strategies control the place but only to some extent in order to not limit the space of the consumer to enfold their creativity.},
  author       = {Werner, Sigrid and Bräunlich, Saskia},
  keyword      = {Co-creation,value,labour,space,place,control and freedom,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Virtual co-creation - A mixture between control and freedom},
  year         = {2011},
}