Turning a New Page: Co-‐creation in Practice through the Study of C-‐G Lookbook
(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:
http://lup.lub.lu.se/student-papers/record/2276669
- author
- Wong, Shu Kei Brian and Rud, Mariia
- supervisor
- organization
- year
- 2011
- 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 00:00:00
- 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}},
language = {{swe}},
note = {{Student Paper}},
title = {{Turning a New Page: Co-‐creation in Practice through the Study of C-‐G Lookbook}},
year = {{2011}},
}