Viser arkivet for stikkord cocreation

• Although user involvement is frequently practiced in companies, the research findings regarding its benefits for innovation are contradictory. This article experimentally assesses the contributions made by users in comparison with professional service developers and examines how the implementation of user involvement affects the outcome. During periods of 12 days, three different groups were assigned the task of generating ideas for end user telecom services. One group consisted of professional de signers, whereas the other two consisted of ordinary users. The users in one of the groups coped with idea creation by themselves, whereas the other group consulted a service design expert at two controlled meetings who provided feedback regarding technical feasibility. Involving users makes the ideas more original, holding a higher perceived user value, but the users’ideas are less producible on aver-age. The outcome was also affected by how user involvement was implemented. Scholarly and managerial implications conclude the article. • jsr.sagepub.com
• This article explores the application of Service-Dominant logic to the provision of services and the implications for the consumer experience of services. In particular this paper considers the potential for the principles of S-D logic to undermine the consumer experience of services. The particular context examined here is that of the rapidly growing provision of self-service. Service organisations that rely upon the operant resources of customers to co-produce, rather than co-create, the service are cautioned to consider the customer experience. When service organisations concentrate on the operant resources of their customers there is a danger that the focus will be on improving customer productivity, to gain a competitive advantage through reduced servicing costs, which may result in lowering the perceived quality of the consumer experience. There is a need to distinguish between the co-production, or task-performance aspects, and the value co-creation process, or value-attributing aspects of the consumer service experience. • www.ingentaconnect.com
• This article refines virtual co-creation from a social exchange theory perspective. It looks into who participates in virtual new product development activities, why they do so, and what they expect from their participation. A study of consumers from 10 different virtual co-creation projects provides insights into what, how, and with whom consumers want to interact when engaging in virtual co-creation projects. It shows that consumers’ co-creation expectations differ along various dimensions such as the preferred interaction partner, the intensity and extent of participation, and the consumers’ motivations. This analysis identifies several types of participation motives—monetary reward, recognition, challenge, intrinsic interest, and curiosity—that help explain different consumer expectations. Participants also vary in their personal characteristics and expectations towards virtual co-creation. The article also offers practical recommendations for designing a rewarding virtual co-creation platform. • hbr.org
• En kritisk diskusjon av web2.0 forretningsmodeller. Forfattere: Jose Van Dijck og David Nieborg. Artikkelen er publisert i New Media & Society og derfor ikke helt tilgengelig for andre. Jeg kommer til å lese den og oppsummere hovedpunktene. ‘Collaborative culture’, ‘mass creativity’ and ‘co-creation’ appear to be contagious buzzwords that are rapidly infecting economic and cultural discourse on Web 2.0. Allegedly, peer production models will replace opaque, top-down business models, yielding to transparent, democratic structures where power is in the shared hands of responsible companies and skilled, qualified users. Manifestos such as Wikinomics (Tapscott and Williams, 2006) and ‘We-Think’ (Leadbeater, 2007) argue collective culture to be the basis for digital commerce. This article analyzes the assumptions behind this Web 2.0 newspeak and unravels how business gurus try to argue the universal benefits of a democratized and collectivist digital space. They implicitly endorse a notion of public collectivism that functions entirely inside commodity culture. The logic of Wikinomics and ‘We-Think’ urgently begs for deconstruction, especially since it is increasingly steering mainstream cultural theory on digital culture. • nms.sagepub.com