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Tesi Polimi Presentation Presentation Transcript

  • 1. POLITENICO DI MILANO Facoltà di Ingegneria dei Sistemi POLO REGIONALE DI COMO Master of Science in Management, Economics and Industrial Engineering CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES Supervisor: Prof. Giuliano Noci – Politecnico di Milano Assistant Supervisor: Eng. Lucio Lamberti – Politecnico di Milano Co-supervisor: Prof. Paolo Neirotti – Politecnico di Torino Master Graduation Thesis by: Thai Thi Thanh Binh 1
  • 2. CONTENT BACKGROUND 1. BACKGROUND 2. OBJECTIVES OBJECTIVES 3. LITERATURE REVIEW Methodology Results LITERATURE Conclusions REVIEW 4. CASE STUDY Methodology Results CASE STUDY Conclusions 5. MANAGERIAL IMPLICATIONS MANAGERIAL 6. LIMITATIONS IMPLICATIONS LIMITATIONS 2 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 3. BACKGROUND – The concept choice BACKGROUND • What is co-creation OBJECTIVES • Why we have to study co- creation LITERATURE – Scholarly community REVIEW – Practice CASE STUDY • Why companies are interested in co-creation MANAGERIAL IMPLICATIONS • What are the problems of approaching co-creation LIMITATIONS 3 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 4. OBJECTIVES OF THE THESIS BACKGROUND • Reviewing literature in co-creation in general OBJECTIVES • Reviewing literature in co-creation in marketing LITERATURE REVIEW • Reviewing the relation between ICT and co- CASE STUDY creation • Examining co-creation in MANAGERIAL IMPLICATIONS practice with case studies. LIMITATIONS 4 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 5. LITERATURE REVIEW - Methodology BACKGROUND • Objective: overview of significant literature published on the topic to date OBJECTIVES • The review methodology o References collection LITERATURE REVIEW o The constraints o Reviewing process o Organization CASE STUDY MANAGERIAL IMPLICATIONS LIMITATIONS 5 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 6. LITERATURE REVIEW – Results in general BACKGROUND • Research and Innovation OBJECTIVES • Accounting and Finance LITERATURE • Information System REVIEW • Supply chain and Operation CASE STUDY • Marketing • Strategy and General MANAGERIAL Management IMPLICATIONS LIMITATIONS 6 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 7. LITERATURE REVIEW – Results in marketing • 3 phases The quiet evolution BACKGROUND o Issue/topic The fragmented phaseContribution (1980-1999), Stream/scholar Time Co-creation Co creation marketing is one of the Customer centricity 2000 o The quiet evolution (2000-2003) phase The fragmented marketing consequences of customer centricity, Issue/topic Contribution o The booming phase (2004-now). Stream/scholar Time OBJECTIVES advantage of co-creation marketing Born of the Coin the term quot;prosumerquot; Alvin Toffler 1980 Co-creation in Focusing on customer value creating Relationship 2000 concept relationship process marketing- LITERATURE REVIEW marketing Gronroos Co- Bring back the concept to interest; Solveig 1996 Mass Mass customization as a form of co- Liechty, John 2001 production Customer involvement in production Wikström customization creation using web-based as a platform &Ramaswamy CASE STUDY process; the first to focus on consumer Co-creation and User involvement as a form of co-creation Alam, I 2002 market service orientation in B2B MANAGERIAL Co-creation Co-creation and Customer is part user involvement Key elements of of value creation Relationship 2003 Bendapudi, Leone 1998 IMPLICATIONS in process marketing- Evert service orientation Co-production relationship Psychological Implications of customer Bendapudi, Leone Gummesson 2003 participation in co-production LIMITATIONS marketing 7 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 8. LITERATURE REVIEW – Results in marketing The booming phase BACKGROUND • Co-creation in EDL (Prahalad & Ramaswamy) OBJECTIVES • Co-creation and innovation LITERATURE • Cross-stream and • Managing the co-creation REVIEW individual contributions process 2004 • Co-creation and branding • Co-creation and the market CASE STUDY concept • Co-creation in self service • Transformation of CRM MANAGERIAL IMPLICATIONS • Co-creation in B2B • …………………. • Co-creation in SDL LIMITATIONS (Vargo & Lusch) 8 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 9. LITERATURE REVIEW – Results in ICT – Co-creation ICT BACKGROUND Issue/topic Contribution Stream/scholar Time ICT with co- ICT enables and foster innovation Solveig Wikström, prahalad & 1996- creation Ramaswamy 2008 OBJECTIVES Internet with co- Internet with mass customization, Liechty, John, Arun Sharma, Jagdish 2001- creation co-marketing, co-creation N. Sheth, Venkat Ramaswamy 2008 experience LITERATURE REVIEW Internet for customer engagement in Nambisan, Mohanbir Sawhney, 2002- product innovation, role of online Gianmario Verona, Emanuela 2007 and virtual customer environment, Prandelli, Robert A. Baron, Jordi CASE STUDY Internet based collaboration Vilaseca Requena, Joan Torrent mechanism and managerial Sellens and Ana Isabel Jime’nez implication Zarco MANAGERIAL Multichannel co- Multichannel: opportunity and Prahalad & Ramaswamy, Scott A. 2004- IMPLICATIONS creation challenges for better co-creation Neslin, Venkatesh Shankar, JO 2008 Thomas, T Grandison LIMITATIONS 9 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 10. LITERATURE REVIEW – Conclusions BACKGROUND • Literature gaps and blanks OBJECTIVES o No clear conceptualization of co-creation marketing o Lack of empirical research o Lack of research on the impact of co-creation activities LITERATURE in business performance REVIEW o Capabilities and antecedents to embrace co-creation o Platform for collaboration between firm and customer in CASE STUDY co-creation o There should be better connection between literature and practice. MANAGERIAL IMPLICATIONS LIMITATIONS 10 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 11. CASE STUDY – Methodology • Cases collection BACKGROUND o Articles/books → host company /initiative website → internet o Internet → host company /initiative website → internet: forum… OBJECTIVES • Structure LITERATURE REVIEW • The constraints CASE STUDY o Lack of specific information: result MANAGERIAL o Other languages: IMPLICATIONS Sweden, French… LIMITATIONS 11 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 12. CASE STUDY – Results: example of SPREADSHIRT o Online platform for users o Fast growing: > 250 employees • The company: to design, buy, sell BACKGROUND • Co-creation activity : o 2009: 400,000 partners: personalized apparels: 100 o Time: Samsung, Coca Cola, Chuck items. since 2002 Norris, The Guardian, CNN…; OBJECTIVES o Form of co-creation: >100,000 products designed by o Users’ online shops: community on website; 30,000 Open community ideation and determine and earn new designs/ week. LITERATURE product design and development commission on order REVIEW o Channels used: o1 through Spreadshirt. in 2008, million t-shirts sold Internet growth of 40% CASE STUDY o Activities: o Results: o Awards o Similar cases: MANAGERIAL IMPLICATIONS Zazzle, Cafepress, Ponoko, Shapeways, OriginalSnowboartArt.com LIMITATIONS 12 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 13. CO-MARKETING CASE STUDY – Results NEW PRODUCT IDEATION AND DEVELOPMENT MASS CUSTOMIZATION BACKGROUND 70/ 30 cases ONLINE RESEARCH COMMUNITY OBJECTIVES LITERATURE 1940 1990 1 2 3 4 5 6 7 8 9 2000 1 2 3 4 5 6 7 8 2009 REVIEW PRODUCT FINISHING CASE STUDY MANAGERIAL o Diversified sectors PERSONALIZED IMPLICATIONS o Active firms REAL TIME MARKETING EXPERIENCE AND SERVICE ADAPTATION o Internet: important channel CO-DESIGN LIMITATIONS o Multichannel OPEN COMMUNITY IDEATION AND PRODUCT DEVELOPMENT 13 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 14. CASE STUDY – Results BACKGROUND OBJECTIVES • Personalized & value locus LITERATURE • Multichannel REVIEW • Diversified CASE STUDY •Sophisticated MANAGERIAL IMPLICATIONS LIMITATIONS 14 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 15. CASE STUDY – Conclusions BACKGROUND • Co-creation activities are getting more diversified and sophisticated, enable by ICT. OBJECTIVES • The trends: LITERATURE o Primitive customer involvement to co-creation with REVIEW customer and customer community o Standard customer value to personalized customer value o Locus of value creation from within firm to within CASE STUDY market and communities, pre- use to in-use, from R&D to inside experience network o One channel to multichannel MANAGERIAL IMPLICATIONS LIMITATIONS 15 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 16. MANAGERIAL IMPLICATIONS BACKGROUND • Overall picture of the evolution of co-creation concept in literature and practice: o Literature generated on the issue OBJECTIVES o How other firms use co-creation in the past and now LITERATURE • Direction of co-creation in next practice REVIEW • How to embrace co-creation: form, scale, firm’s sector CASE STUDY illustrated with best practices • ICT as a powerful platform MANAGERIAL IMPLICATIONS LIMITATIONS 16 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 17. LIMITATIONS AND FURTHER DEVELOPMENT BACKGROUND • Literature review o Broad concept • Scope for specific interest o Time constraint OBJECTIVES o Access to the material • More sources of material resources LITERATURE REVIEW • Longitudinal analysis CASE STUDY • Case study o Lack of information MANAGERIAL o One-side information • Field work with host IMPLICATIONS o Cases collected from company and consumers. secondary sources LIMITATIONS 17 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh
  • 18. THANK YOU! 18 CO-CREATION AND MARKETING: A REVIEW OF LITERATURE AND CASE HISTORIES - Thai Thi Thanh Binh