Presentation: How can co-creation enhance brand experience in kitchen-ware design?

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An interim presentation of findings into research conducted as part of MA Design Management studies.

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Presentation: How can co-creation enhance brand experience in kitchen-ware design?

  1. 1. Interim Presentation: !!!How can co-creation enhance brandexperience in kitchen-ware design?!  Laura Katriina Pollard S11732343 Dissertation Module MA Design Management – Birmingham Institute of Art and Design, Birmingham City University 21st June 2012
  2. 2. ContentsPurpose of ResearchResearch QuestionsLiterature Review SummaryPrimary Research Plan and Data Collection MethodsFindings so farTo be completedQuestionsReferences
  3. 3. Purpose of ResearchAn investigation of the influence co-creation holdsfor brand experience Based within the kitchen environment using kitchen-ware design
  4. 4. Research Questions1.  How does co-creation impact on brand experience?2.  How can we define consumer-value within a kitchen environment?3.  What co-creation approaches may be suitable for kitchen-ware design?
  5. 5. How does co-creation impact on brand experience?Co-creation: DART Building blocks – Dialogue, Access, RiskAssessment, Transparency (Prahalad and Ramaswamy, 2004) Collaboration not Customisation Users are Active contributors not PassiveRecipients (Fuad-Luke, 2009) A process of dialogues and interaction betweencustomer and supplier during a product’slifecycle (Payne et al, 2009) Brand Experience:A Sensory experience: a strong brandexperience is Strong Brand Recognition and Photo:  Dosanjh,  R.,  (2012)  Image (Hulten et al, 2009)
  6. 6. Co-creation and Brand Experience: How does co-A brand becomes the experience within a co-creation environment, and this relationshipshould be explored (Payne et al, 2009) creation impact Active Participation where customers play roles on brandin creating a performance or event that resultsin a personal experience (Pine and Gilmore, 1998) experience? Customers, brand communities andstakeholders are resources which produce aneffect on the brand (Merz and Vargo, 2009)
  7. 7. Literature Review: Co-creation theory Access is that to desirable experiences, noDialogue is interactive, encouraging deep longer connected with ownership (owning sharing and new levels of understanding the product) rather the exposure to newbetween consumer and company, which is opportunities through multiple points of empathetic and injects value into the interaction, that broaden business creation process opportunities. Prahalad and Ramaswamy’s (2004) DART Building Blocks Transparency – provides a balance ofRisk assessment – is a trade off between information between customer andrisk and benefits, the definition of clear company, an openness provided by online responsibilities access to a product, technology and systems in a collaborative dialogue.
  8. 8. Literature Review: Co-creation theory
  9. 9. Literature Review: How can we define consumer- value within a kitchen environment?" New trends withinconsumer-value systems:symbolic content in theshopping experience,products become artefacts(Hulten et al, 2009)     Photo:  Savage,  M.,  (2008)        
  10. 10. Literature Review: How can we define consumer- value within a kitchen environment?" Consumer-values are found withincommunity-based activities – in an‘experience environment’ (Prahalad andRamaswamy, 2004) Brand Communities: shared goals,engaged in actions, with like-minded Photo:  Doshi  Levien  (2008)  consumers (Schmitt, 2012) A consumption experience: with Brandstimuli Colour, Shape,Typefaces,Background Design (Brakus et al, 2009) Photo:  Pankaj  Sharma  (2012)  
  11. 11. Literature Review: What co-creation approaches may be suitable for kitchen-ware design?           Pollard,  L.,  (2012)  
  12. 12. Primary Research: Approach Inductive and Iterative Approach (Collins, 2010) Unfamiliar Familiar sample sample - Asian - British kitchen-ware designer of user kitchen-wares Comparative Case Study to establish validity (Denscombe, 2007)
  13. 13. Primary Research: Data Collection Phasing Phase II•  Retail environment •  Semi-structured visit •  Semi-structured Interview/s interview – with designer - insights to kitchen-ware•  Content analysis inform the participation on kitchen-ware designer follow-up observation to check facts brand websites •  Participatory observation – with Asian kitchen-ware Phase I users and designers Phase III
  14. 14. FindingsCo-creation acts as a value-giver toexperiences Brand experiences are fluid and inter-related Communities provide a good sourcefor exploration of ideas Designers understand user-values anddraw upon them to develop their work Photo:  Thaali  Tableware,  Kaur,  J.,  Methods/Approaches are concerned (2010)  with the emotional engagement ofconsumers
  15. 15. To be completedDeeper analysis – especially in context of kitchen environment   Primary research – interview, and participatory observation   Further Data collection, categorisation and coding   Findings analysis   Confirm limitations   Conclusions
  16. 16. QuestionsHow do I simplify concepts without losing meaning?How do I drill-down into conclusions?
  17. 17. ReferencesIllustrationsDosanjh, R., (2012) Asian coo-ware in Ktichen [photograph]Doshi Levien, (2008) Mosaic cookware [photograph] http://www.doshilevien.com/projects/products/mosaic Kaur, J., (2010) Thaali Tableware [photograph]http://jasleenkaur.info/artwork/1326231_thaali_tableware.htmlPankaj Sharma, (2012) Karahi Dish http://www.pankaj-boutique.com/lang-en/784-karahi-indian-bowl.html Savage, M., India - Chennai [photograph] http://www.flickr.com/photos/mckaysavage/3015167077/in/photostreamPollard, L., (2012) based on Fuad-Luke, A., (2009) The Shift from customers to co-creators [illustration] Design activism:beautiful strangeness for a sustainable world, London: Earthscan, pp143.ReferencesAndrews, G., (2012) Elitism won’t hold back the food revolution, Charisma Network [website], 12th April 2012, Available athttp://www.charisma-network.net/consumption/elitismwont- hold-back-the-food-revolution [Accessed 25th April 2012].Brakus et al, (2009) Brand Experience: What is it? Journal of Marketing Vol. 73 (May 2009), 52–68Collins, H., (2010), Creative Research – the theory and practice of research for the creative industries, Lausanne: AVAPublishing SA. pp.57, 148, 150-151.Denscombe, M., (2007) 3rd Edition, The Good Research Guide for small-scale social researchprojects, Maidenhead: Open University Press. pp.39,40,41,138.Fuad-Luke, A., (2009) Design activism: beautiful strangeness for a sustainable world, London: Earthscan, pp143, 147..
  18. 18. ReferencesHatch, M.J., and Schultz, M. (2010), Toward a theory of brand co-creation with implications for brand governance, Journalof Brand Management, Macmillan Publishers Ltd, 17 (8) 590 – 604.Hulten et al (2009) Sensory Marketing, Basingstoke: Palgrave MacmillanKeller, K., (2012) Strategic brand management: a European perspective, Harlow: Financial Times Prentice Hall, pp. 53,75Kinra, N., (2006), The effect of country-of-origin on foreign brand names in the Indian market, Marketing Intelligence andPlanning, 24 (1) 15-30.Merz , M . and Vargo , S . ( 2009 ) The evolving brand logic: A service-dominant logic perspective, Journal of the Academyof Marketing Science 37 (3) :328 – 344 .Payne et al, (2009) Co-creating brands: Diagnosing and designing the relationship experience, Journal of BusinessResearch 62 (2009) 379–389Pine, J., and Gilmore, J., (1998) Welcome to the experience economy, Harvard Business Review, Boston: HarvardBusiness School PressPrahalad, C.K., and Ramaswamy, V., (2000) Co-opting Customer Competence, Harvard Business Review, January-February 2000, Boston: Harvard Business School Press, pp. 79-87.Prahalad, C.K., and Ramaswamy, V., (2004) The future of competition, Boston: Harvard Business School Press, Raymond, M., (2010), The Trend Forecaster’s Handbook, London: Kind Publishing Ltd. pp.119-145.Bilgram et al, (2011) Getting closer to the customer how nivea co-creates new products, Marketing Review St. Gallen,1/2011http://www.michaelbartl.com/co-creation/article/getting-closer-to-the-consumer-how-nivea-co-creates-new-products/Schmitt, B., (2012) The consumer psychology of brands, Journal of Consumer Psychology 22 (2012) 7–17Spena et al, (2012) Store experience and co-creation: the case of temporary shop, International Journal of Retail &Distribution Management, 40 (1)21 – 40Thompson, H., (2003) Opposites Attract, Blueprint, October 2003, London: Progressive Media International,

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