Co-Creation : Consolidating the field and high-lighting new frontiers
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Co-Creation : Consolidating the field and high-lighting new frontiers

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Presentation on co-creation based on a peer reviewed paper presented at the 2012 IFSAM conference, International Federation of Scholarly Associations of Management. ...

Presentation on co-creation based on a peer reviewed paper presented at the 2012 IFSAM conference, International Federation of Scholarly Associations of Management.
The paper aims to build an overview of the literature on co-creation to explore what the existing literature relate to and indeed to pinpoint if any patterns or streams can be identified. The paper illustrates how the use of the concept of co-creation suggests a necessity for focusing further on specific co-creation related issues and challenges of significance to business and society. Thus, the paper highlights new co-creation related issues, challenges, and an emerging design trajectory in practice and research.

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Co-Creation : Consolidating the field and high-lighting new frontiers Co-Creation : Consolidating the field and high-lighting new frontiers Presentation Transcript

  • Paper presented at the IFSAM conference, 2012.International Federation of Scholarly Associations of Management.Co-­‐Creaon,  Consolidang  the  Field  and  High-­‐Lighng  New  Froners  Dr.  Rex  Degnegaard  Copenhagen  Business  School  
  • Ambion  of  the  Paper  This  paper  aims  to  build  an  overview  of  the  literature  on  co-­‐creaon  to  explore  what  the  exisng  literature  relates  to  and  indeed  to  pinpoint  if  any  paEerns  or  streams  can  be  idenfied  The  paper  illustrates  how  the  use  fo  the  concept  of  co-­‐creaon  suggests  a  necessity  for  focusing  further  on  specific  co-­‐creaon  related  issues  and  challenges  of  significance  to  business  and  society.   rex@degnegaard.dk  
  • Methodology  The  paper  is  wriEen  against  the  backdrop  of  a  literature  review  on  co-­‐creaon.    Supplemented  by  literature  of  parcular  relevance  to  the  field.   rex@degnegaard.dk  
  • Why  a  Literature  Review  on  Co-­‐Creaon?   Emerging  concepts  somemes  serve  as  hype,  buzz   word,  or  advertorials  for  praconers.     Such  arbitrary  adaptaon  –  or  hijacking  –  of  the   concept  to  serve  a  different  purpose  can  be  seen  to   serve  a  different  purpose  as  a  wedge  in  legimizing  or   packaging  pracce  based  promoons  of  various   iniaves.     This  arbitrary  use  of  the  term  in  emerging  fields  risks   fogging  the  concept  itself,  and  thereby  standing  in  the   way  of  unfolding  the  potenal  of  the  dynamics  of  the   concept.     rex@degnegaard.dk  
  • Why  a  Literature  Review  on  Co-­‐Creaon?   Literature  review  is  necessary  in  creang  a  plaTorm  for   conceptualizaon  of  this  emerging  term.   To  enable  a  construcve  unfolding  and  development  of   the  concept.   To  cut  through  some  of  the  foggying  arbitrary  uses  of   the  term.   rex@degnegaard.dk  
  • The  Literature  Review  Almost  500  arcles  from  Scopus.    •  Document  types:  Peer  reviewed  arcles  and  reviews.  •  Search  string:  cocreaon  or  co-­‐creaon.  •  Fields:  Title,  abstract,  and  keywords.   rex@degnegaard.dk  
  • Analysis   rex@degnegaard.dk  
  • Development  in  no.  of  Arcles   rex@degnegaard.dk  
  • Arcles  by  Subject  Area   rex@degnegaard.dk  
  • 5  Streams  in  Co-­‐Creaon  -­‐  Co-­‐creang  shared  meaning  –  social  construcvist,   internvenon,  and  narraves.    -­‐  Co-­‐creang  user  experience  and  shared  value  –   markeng  and  service.    -­‐  Co-­‐creang  technological  soluons  –  Informaon   and  communicaon  technologies.    -­‐  Co-­‐creang  ideas  and  new  products  and  service  –   innovaon.    -­‐  Human  centered  co-­‐creaon  –  designing  co-­‐creaon   seYngs   rex@degnegaard.dk  
  • 5  streams  in  co-­‐creaon  Therapy  (family),   Relaonal,  intervenonist,   Co-­‐creang  shared   Meaning  –  and  psychoanalysis,   social  construcvist,  systemic   meaning  (challenges,   experience  –  is  socially  and  intervenon.   and  narrave  tradions.   roles,  moral,  me,  etc.)   contructed.  Co-­‐creaon   of  new  realies.  Markeng  and   Normave,  raonal-­‐funconal   Co-­‐creang  shared   Evolving  to  a  New  service.     perspecve.   value  and  customer   Dominant  Logic  for   Customer-­‐centric  markeng   experience.   Markeng”.   and  service  dominant  (S-­‐D)   Value  is  a  potenal.   logic.  Product  consumpon  à   co-­‐creaon  of  value.  Technology  and   So^ware  development  ICT   Co-­‐creang   From  host  to  hub  to  ICT   plaTorms.  Iterave  processes.   technological  plaTorms   plaTorm  to  co-­‐…   Open  sourcing.   to  co-­‐create  …   Peer-­‐producon.  Innovaon   User-­‐driven  innovaon,   Co-­‐creang  new  ideas   Scky  knowledge  as  an   crowd-­‐sourcing,  open   and  products  and   essenal  driver  in  user-­‐ innovaon.   services.   involvement.   Closeness/distance.  Design   User-­‐centered  design;  human-­‐ Co-­‐creang  human-­‐ Value  potenal  in  co-­‐ centric  approach;  needs-­‐ centered  design.  Needs-­‐ creaon  seYngs  is   based  analyses.   analyses  and  idenfying   dynamic.   value  potenal   rex@degnegaard.dk  
  • Discussion  How  might  we  understand  value  as  a  dynamic,  liquid,  ever-­‐changing  potenal  across  stakeholders  and  between  stakeholders?  How  might  we  design  co-­‐creaon  seYngs  when  the  value  potenal  is  dynamic?   rex@degnegaard.dk  
  • Value  as  a  Dynamic  Potenal  Change  to  service-­‐orientaon  implies  that  value  is  to  be  defined  as  a  potenal  rather  than  something  that  can  be  delivered.    Value  is  created  between  peers  and  between  peers  and  other  stakeholders  rather  than  from  a  supplier.    Value  creaon  is  no  longer  discrete.    Value  potenal  is  becoming  more  complex  and  takes  up  different    capitals    between  different  stakeholders.   rex@degnegaard.dk  
  • Design  of  Co-­‐Creaon  SeYngs  Stakeholders  are  not  only  legal  enes  such  as  individuals,  organizaons,  or  even  groups  –  but  are  also  society-­‐wide  concerns  such  as  sustainability,  safety,  or  health.    User-­‐centricity  approaches  when  there  are  many  diverse  users  not  sharing  value  appreciaon.    How  to  design  co-­‐creaon  seYngs  –  and  for  whom?   rex@degnegaard.dk  
  • rex@degnegaard.dk