Connectivity Marketing:Consumer Participation in Value Creation       Prof Agus W. Soehadi PhD       Prasetiya Mulya Busin...
Evolution of Marketing Thought                                       Market With                      Market To         (C...
Service Dominant Logic ViewMarketing focuses on the exchange of competencies    such as skills and knowledge; and customer...
The Whole Exchange Process                                       Arnould et al (2006)                      Operant        ...
Consumer Community Community gives an opportunity forcustomers to grow their competencies. Customer competencies are valua...
The Value Creation Processbetween Company & ConsumersValue Proposition            Dialogue    Involvement      Consumption...
Grow of Competencies within    the Consumer CommunityIndividual                                          Individual       ...
Orchestrating the Interaction              Government/NGO CommunityEmployee Community                         Partner Comm...
The Consumunity Model                          SocietyCommunity   Community   Corporate Catalyst                          ...
The Consumunity Research                                                                                                  ...
Consumunity and Co-Creation Value                (Soehadi Model 2012)                     Company                      Ope...
Co-Creation Building Path                                Hi    Co-Modifying       Co-Developing        Co-Innovating(Super...
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Connectivity Marketing: Consumer Participation in Value Creation

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Presentation National Marketing Conference by Prof. Agus W. Soehadi Ph.D (Vice Dean Prasetiya Mulya Business School)

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  • Presented at National Marketing Conference, 14 February 2013.
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Connectivity Marketing: Consumer Participation in Value Creation

  1. 1. Connectivity Marketing:Consumer Participation in Value Creation Prof Agus W. Soehadi PhD Prasetiya Mulya Business School
  2. 2. Evolution of Marketing Thought Market With Market To (Collaborate with To Market (Management of Customers & Partners(Matter in Motion) Customers to Create & Sustain & Markets ) Value) Through 1950 1950-2010 2010+ Lush and Vargo 2007
  3. 3. Service Dominant Logic ViewMarketing focuses on the exchange of competencies such as skills and knowledge; and customersco-produce the service and thus are part of the value creation process (Vargo and Lusch 2004) Value Exchange to Value In-Use Co-Creation of Value
  4. 4. The Whole Exchange Process Arnould et al (2006) Operant Operand Social Consumers Economic Cultural Material Object Physical Co-Creating theValueValue Proposition Value in Use Operant Operand Core Competence Companies Collection of Sense & Response Production Make & Sell Vargo & Lusch (2004)
  5. 5. Consumer Community Community gives an opportunity forcustomers to grow their competencies. Customer competencies are valuable resources for building co-creation opportunities (Schau, Muniz and Arnould 2009)
  6. 6. The Value Creation Processbetween Company & ConsumersValue Proposition Dialogue Involvement Consumption Company Interaction ConsumerCompany Desired Value Balanced Value Consumer Desired Value Pongsakornrungsilp 2010
  7. 7. Grow of Competencies within the Consumer CommunityIndividual Individual Individual Compromise Commitment Relationship Interaction Engaging Enriching CompetenciesIndividual Grow Individual Discussion Educating Sharing Embodiment Individual Individual Individual Pongsakornrungsilp 2010
  8. 8. Orchestrating the Interaction Government/NGO CommunityEmployee Community Partner Community Business Platform Customer-Community Advocacy/Boycotts Word-of-Mouth Marketing Consumer-Community Prospect Communities Soehadi 2013
  9. 9. The Consumunity Model SocietyCommunity Community Corporate Catalyst Other Communities Soehadi and Ardianto 2007
  10. 10. The Consumunity Research 2012 ICE-6 Community & Co-Creation Value 2011 ICE – 5 Strategy Kolaborasi Komunitas & Bisnis 2010 ICE – 4 Strategy Bisnis dan Komunitas Karyawan 2009 ICE – 3 Interaksi antar Komunitas 2008 ICE – 2 Kontribusi Komunitas kepada Masyarakat 2007 ICE – IKontribusi Komunitas kepada Produsen
  11. 11. Consumunity and Co-Creation Value (Soehadi Model 2012) Company Operant .889 Resources .137 Co-Creation Community Value .534 Customer .958 Operant Resources CMIN/df = 5.948 P= .0000 TLI = 873 CFI = .912 RMSEA = .074
  12. 12. Co-Creation Building Path Hi Co-Modifying Co-Developing Co-Innovating(Superior Value Proposition) Co-Production Med Co-Participating Co-Advocating Co-Involving Low Co-Engaging Co-Learning Co-Enriching Low Med Hi Co-Consumption (Unique Experience) Soehadi 2013
  13. 13. Thank You

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