Advanced

Turning a New Page: Co-­‐creation in Practice through the Study of C-­‐G Lookbook

Wong, Shu Kei Brian and Rud, Mariia (2011)
Department of Business Administration
Abstract
The aim of this study is to increase the knowledge in practice of value co‐creation by providing information on how co-creation is manifested in C-­‐G lookbook. This thesis employs a qualitative strategy with an inductive approach, and data were collected through virtual observation. Theoretical framework is divided into three different parts, in which various theories within spatial construction, motivation, and control have been used. The empirical data were collected by observing two C-G lookbooks: Zara People! and Uniqlooks. In our conclusion, we have answered our research question on how co-­‐creation is manifested in C-­‐G lookbook. In particular, we illustrate the C-­‐G lookbook platform is constructed,... (More)
The aim of this study is to increase the knowledge in practice of value co‐creation by providing information on how co-creation is manifested in C-­‐G lookbook. This thesis employs a qualitative strategy with an inductive approach, and data were collected through virtual observation. Theoretical framework is divided into three different parts, in which various theories within spatial construction, motivation, and control have been used. The empirical data were collected by observing two C-G lookbooks: Zara People! and Uniqlooks. In our conclusion, we have answered our research question on how co-­‐creation is manifested in C-­‐G lookbook. In particular, we illustrate the C-­‐G lookbook platform is constructed, with a highlight of certain features, such a membership system, "Like", comment and share functions; and linkage to social networking sites. Then we identify the motivations for consumers to engage in the co-­‐creation process, in which social, financial and psychological motivations are found to be keys. Lastly, we indicate 6 major means of controlling the co-creation process, including censorship and governmentality. (Less)
Please use this url to cite or link to this publication:
author
Wong, Shu Kei Brian and Rud, Mariia
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
co‐creation, C-G lookbook, Web 2.0, customer, participation, co‐create value, consumers, crowdsourcing, fashion, Management of enterprises, Företagsledning, management
language
Swedish
id
2276669
date added to LUP
2011-05-31
date last changed
2014-09-10 12:14:38
@misc{2276669,
  abstract     = {The aim of this study is to increase the knowledge in practice of value co‐creation by providing information on how co-creation is manifested in C-­‐G lookbook. This thesis employs a qualitative strategy with an inductive approach, and data were collected through virtual observation. Theoretical framework is divided into three different parts, in which various theories within spatial construction, motivation, and control have been used. The empirical data were collected by observing two C-G lookbooks: Zara People! and Uniqlooks. In our conclusion, we have answered our research question on how co-­‐creation is manifested in C-­‐G lookbook. In particular, we illustrate the C-­‐G lookbook platform is constructed, with a highlight of certain features, such a membership system, "Like", comment and share functions; and linkage to social networking sites. Then we identify the motivations for consumers to engage in the co-­‐creation process, in which social, financial and psychological motivations are found to be keys. Lastly, we indicate 6 major means of controlling the co-creation process, including censorship and governmentality.},
  author       = {Wong, Shu Kei Brian and Rud, Mariia},
  keyword      = {co‐creation,C-G lookbook,Web 2.0,customer,participation,co‐create value,consumers,crowdsourcing,fashion,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Turning a New Page: Co-­‐creation in Practice through the Study of C-­‐G Lookbook},
  year         = {2011},
}