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Customer Co-creation: Introducing the Motivators for Companies to Engage.

Gustavsson, Isabella LU and Frings, Lars LU (2016) ENTN19 20161
Department of Business Administration
Abstract
Purpose – The purpose of this study is to uncover what motivational factors exists for
companies to use co-creational methods. It also aims to recognize what beneficial
factors can come from using these methods. The restriction of using social media
depending on industry or size of company will be reflected upon. The main research
question is “What motivates companies to use customer co-creation and what role do
social media play in this respect”?
Design – The methods used for this study are based on qualitative research. Empirical
findings were collected from five representatives of companies and industries who
have experience in using co-creational methods.
Findings – Four main motivational factors were identified throughout the... (More)
Purpose – The purpose of this study is to uncover what motivational factors exists for
companies to use co-creational methods. It also aims to recognize what beneficial
factors can come from using these methods. The restriction of using social media
depending on industry or size of company will be reflected upon. The main research
question is “What motivates companies to use customer co-creation and what role do
social media play in this respect”?
Design – The methods used for this study are based on qualitative research. Empirical
findings were collected from five representatives of companies and industries who
have experience in using co-creational methods.
Findings – Four main motivational factors were identified throughout the study,
including awareness benefit, knowledge benefit, relationship building benefit and
financial benefit. Together, they explain why companies chose to co-create with their
customers. The role of social media has further been embedded into all four beneficial
factors that motivate companies to engage in customer co-creation. Benefits and some
disadvantages in regards to both co-creation and social media were found. In the end,
thoughts on the future of co-creation and the impact of social media in regards to cocreation
were discussed.
Research limitations/implications – The created model explaining motivational
factors for companies to use co-creation is still incomplete. It lacks findings that go
beyond the four existing pillars. Further research could increase the bandwidth of
industries and focus on expanding the model and continuing the research with a larger
and more diversified sample.
Keywords – Value co-creation, customer co-creation, social media, customer
relationship, open-sourcing, crowd-sourcing. (Less)
Please use this url to cite or link to this publication:
author
Gustavsson, Isabella LU and Frings, Lars LU
supervisor
organization
alternative title
A study researching the driving factors for companies to co-­‐create and the impact social media has on the process.
course
ENTN19 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
Value co-creation, customer co-creation, social media, customer relationship, open-sourcing, crowd-sourcing.
language
English
id
8881225
date added to LUP
2016-08-22 15:33:10
date last changed
2016-08-22 15:33:42
@misc{8881225,
  abstract     = {Purpose – The purpose of this study is to uncover what motivational factors exists for
companies to use co-creational methods. It also aims to recognize what beneficial
factors can come from using these methods. The restriction of using social media
depending on industry or size of company will be reflected upon. The main research
question is “What motivates companies to use customer co-creation and what role do
social media play in this respect”?
Design – The methods used for this study are based on qualitative research. Empirical
findings were collected from five representatives of companies and industries who
have experience in using co-creational methods.
Findings – Four main motivational factors were identified throughout the study,
including awareness benefit, knowledge benefit, relationship building benefit and
financial benefit. Together, they explain why companies chose to co-create with their
customers. The role of social media has further been embedded into all four beneficial
factors that motivate companies to engage in customer co-creation. Benefits and some
disadvantages in regards to both co-creation and social media were found. In the end,
thoughts on the future of co-creation and the impact of social media in regards to cocreation
were discussed.
Research limitations/implications – The created model explaining motivational
factors for companies to use co-creation is still incomplete. It lacks findings that go
beyond the four existing pillars. Further research could increase the bandwidth of
industries and focus on expanding the model and continuing the research with a larger
and more diversified sample.
Keywords – Value co-creation, customer co-creation, social media, customer
relationship, open-sourcing, crowd-sourcing.},
  author       = {Gustavsson, Isabella and Frings, Lars},
  keyword      = {Value co-creation,customer co-creation,social media,customer relationship,open-sourcing,crowd-sourcing.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Customer Co-creation: Introducing the Motivators for Companies to Engage.},
  year         = {2016},
}