Brief introduction of co-creation as the next big thing in marketing

1. customer empowerment:
co-creation of value
ATLAS REIS STOCKHOLM
PROJECT
DATUM
17-02-2009 NANNE MIGCHELS

2. ODD ONE OUT: WELKE WINNAAR HOORT NIET IN HET RIJTJE THUIS?

3. ODD ONE OUT: WELKE WINNAAR HOORT NIET IN HET RIJTJE THUIS?

4. "TO UNITE ARTISTS AND FANS IN AN INDEPENDENT MOVEMENT THAT AIMS TO LEVEL THE
PLAYING FIELD IN THE GLOBAL MUSIC INDUSTRY."

5. customer empowerment:
customer co-creation
op zoek naar een nieuwe
richting voor marketing

6. Ontwikkeling in het denken
over de markt
* 1800-1920 Klassiek economisch denken:
marktmechanisme - Adam Smith 1776
resources - Robert Malthus 1789
* 1915- 1950 Optimaliseren markt functies:
commodities, instituties, leveren van ‘nut’
* 1956- 1995 Marketing Management:
bedrijf moet gericht zijn op de klant
waarde wordt bepaald op de markt
marketing mix [4P’s] leidt tot performance
besluitvorming, probleemoplossing, positionering

7. SINDS 1980:
do not kill your customers....
customer value
relationship marketing
network
CRM
supply chain management
vertical integration
preferred suppliers
market orientation
lead-users
wat als de vraag geen externe variabele is...?

8. co-creation
of value
* bedrijven zien klanten als partner
* waarde wordt ontwikkeld in de interactie
tussen bedrijf en klant
* klant wordt betrokken in bedrijfs-
processen
* value-in-use; value proposition; co-design
* goederen zijn een platform op basis
waarvan je aan elkaar wordt verbonden

9. migrating to co-creation
experiences
extraction of co-creation of value
economic value through experiences
interaction at the end repeatedly; anywhere,
of the value chain anytime in the system
passive firm-initiated active interaction,
interaction initiated by firm and
customer
firm offers a variety of
products/services multiple contacts
through channels,
transaction based options, transactions
and experiences
focus on internal
quality processes quality of interactions
and experiences are
decisive

10. conceptual framework
for value co-creation

11. Siebel vs.
systems SaleSoft
markt definitie
aansturing van klanten
outsourcing

12. customer
engagement
holistisch perspectief:
1. emotional engagement in co-production
2. self-service (transfer of labour)
3. staging of an experience (firm driven)
4. customer can navigate through the firm’s
systems
5. customers get involved in co-designing
and co-producing

13. Voorwaarde:
DART
Dialogue
Access
Risk assessment
Transparency

14. ideal type:
customer centric, market driven organisation
focus on specialized skills and
knowledge as resources that lead to
competitive advantage
strive to maximize consumers’
involvement in developing customized
offerings
aim to be the predominant organisation
philosophy that coordinates all market-
driven activities

15. verder lezen:
co-creating unique value with customers - c.k. prahalad and v.
ramaswamy; strategy and leadership, vol 32; no 3, 2004
evolving to a new dominant logic for marketing -s.l. vargo and r.f. lusch;
journal of marketing; vol 68; p 1-17, 2004
managing the co-creation of value - a.f. payne, k. storbacka and p. frow;
journal of the academy of marketing science; vol 36; p 83-96, 2008
key strategies for the succesful involvement of customers in the co-
creation of new technology-based services - p. kristensson, j. matthing
and n. johansson; international journal of service industry management; vol
19; no 4; 2008
examining the mechanism of the value co-creation with customers -
x. zhang and r. chen; international journal of production economics; vol 116;
pp 242-250; 2008

16. Atlas reis 2009
Stockholm