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Staying competitive with co-creation: Elements to succeed
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

In today’s marketplace, competitions among companies have increased due to the expanding of the global market. More than ever it has become extremely important to meet customers’ needs and demands in order to stay competitive on the increasing market competition. Customers nowadays want to be a part of the co-creation process, have influence and be involved in the services and products the company offers. However this high urge to get involved in the co-creation process does not stop with customers only. Also internally different stakeholders want to influence the company. Suppliers and employees are becoming more open toward co-creation within the company and want to take their involvement to the next level.

The purpose of the study is to create an understanding for the process of co-creation from the company’s point of view and the customers’ point of view as well as the leadership archetype and traits that would work best in the complex processes of co-creation. The focus is to generate an understanding of the elements to succeed in co-creation internally (with stakeholders) as well as externally (with other companies).

In order to understand which elements of the successful co-creation are, case studies were conducted. Complementary to this, two interviews were held in order to show the reality of cocreation process, giving deep insight and knowledge in the subject.

From the thesis research we found out that to be able to implement co-creation both internally and externally it is of great importance to create trust, mutual benefits, commitment, knowledge about partner and mutual respect among the partners involved. Moreover it is also important to mention that all the parts involved needs to be open towards sharing knowledge and information with each other in order to help facilitate the relationship.

Keywords: Co-creation, Leadership, Collaboration, Alliance, Customer Relationship Management, Value creation, Supplier Relationship Management

Place, publisher, year, edition, pages
2011. , 77 p.
URN: urn:nbn:se:lnu:diva-12400OAI: diva2:422357
Subject / course
Business Administration - Organization Leadership
Educational program
Leadership and Management in International Context, Master Programme, 60 credits
Social and Behavioural Science, Law
Available from: 2011-08-31 Created: 2011-06-12 Last updated: 2011-08-31Bibliographically approved

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