Presentation at the 11th European Conference on Management Leadership and Governance (ECMLG2015).

1. A Complexity Approach to Value
Co-Creation through Business
and Sports Cooperation
Harri Jalonen
+358 44 907 4964
harri.jalonen@turkuamk.fi
@Jalonen
www.tuas.fi/aadi

2. Value co-creation (Vargp & Lusch, 2004)
Hypoteesi:
Yrityksen emotionaalinen kyvykkyysja arvonluontipotentiaali testataan tilanteissa, joissa jokin on pielessä (yrityksestä riippumatta) tai jokin menee pieleen (yrityksen tai asiakkaan toimien johdosta).
GOODS-DOMINANT LOGIC
SERVICE-DOMINANT LOGIC
Producer Consumer
Producer Consumer

3. Instead of seeing value creation
as a ‘rational’ process that
consists of consecutive acts intended
to lead to value, it is argued that
the mystery of value creation
hides in the complex
configurations of resources

4. COMPLEXITY
Self-organization Emergence
Non-linearity
Diversity
Feedback
Feedback
Bifurcation
Edge of chaos

5. Sport as a co-opetitive value system
The emergence of value through interaction
Diversity of values
Value co-destruction

6. PERSPECTIVE
CONSUMER
TAX PAYER
OBJECTIVE
Indicating CSR
Building brand
Developing leadership
OBJECTIVE
Promoting health & wellbeing
Inclusive & participative
society
OBJECTIVE
Empowering individuals
Strengthening communities
OBJECTIVE
Promoting meaningful life
Increasing human capital
SPORT as a platform
for VALUE CO-CREATION
COMPANIES PUBLIC SECTOR
THIRD SECTOR FOURTH SECTOR
PERSPECTIVE
CITIZEN
PERSPECTIVE
VOLUNTEER
PERSPECTIVE
CUSTOMER
EMPLOYEE
Special features of sport
-high level media interest
-global coverage
-irrational fans & strong emotions
-highl levels of brand loyalty
-appraisal of tradition
-sense of community ’tribalism’
-optimism & vicarious idenfication
-co-opetitive behaviour
-positive health impacts
SUPPORTER
CO-CREATOR
VALUE
ECONOMIC, SOCIAL
SYMBOLIC, EMOTIONAL,
FUNCTIONAL
(Haltia & Jalonen 2016)

7. COMPANY
SPORT
”good story”
STAKEHOLDERS
(customers, employees,
shareholders, media, public
authorities, competitors,
interest groups)
CSR
BRAND
INCLUSIVE &
PARTICIPATIVE
SOCIETY(legitimity)
ESTEEM
INVESTMENT
& DEVELOPMENT
INDICATING
RESPONSIBILITY
VALUE CREATION
VALUE
PROPOSITION
CONGRUENCE
TARGET GROUPS
REDEMPTION
VALUE
SPECIAL FEATURES
OF SPORT
CASE (work in progress…)