The capability of the organisation in capturing customer value of experience (VoE) has led to continuous social interaction and spawned innovative ways to collaborate and co-create with the customers. This notion of reciprocal engagement is referred to as social co-creation. The co-creation paradigm represents value and is referred to as a function of experience other than the product itself. However, there is a critically needs for the organisation to formulate a 'value capture strategy' through the lens of social co-creation. It is evident that the fundamental question of the causal relationship between social media and co-creation has not been fully explained. The research developed a value capture framework in order to have a clear need to understand the various perceptions of four important conditions, social co-creation, customer engagement, engagement platform and organisation capability on value capture. The theoretical aspect of 'Absorptive Capacity Theory (ACT)' is used to demonstrate the organisational capability in order to recognise, identify, assimilate and implement the VoE in the organisation as part of competitive advantage along with existing of social technologies. In this respect, an original conceptual framework was formulated based on evidence within the current literature where a series of constructs are reported to guide the empirical fieldwork in identifying a 'value capture strategy'. The research adopted a qualitative methodology for the data collection approach which consequently enabled an exploratory and interpretive investigation. This included three pilot studies, twentyeight semi-structured interviews and one validation phase with experienced senior managers involved in co-creation within the technology and services industry who were regarded as valid respondents. The findings addressed external and internal conditions of value capture framework for VoE as a result of the analysis. The external condition focuses on organisation capability in recognising a customer active participation with the engagement platform. The internal condition enables an organisational strategy to assimilate and implement the VoE through co-creation initiatives in capturing the VoE. The research considers the organisation role as an actioner purposes on using a social co-creation for direct communication as part of the organisations practice. 9 The study not only contributes to the knowledge of social co-creation generally, but also extending the needs for the organisation on considering the internal condition for the organisation to identifies the VoE from customer participation. With that regards, the social co-creation engagement works as the interface before extending on cocreation stages which more direct, in-depth conversations with customers internally. The evidence is presented which confirms that a value capture strategy in cocreation is important for organisations stability and enhanced service delivery. By formulating a value capture framework, it creates a much deeper understanding of how each element were related and correlated to reach potential end result for the organisation. The implications of the study are that organisations should carefully consider the role of social media on engaging with the customers and propose to develop an online engagement network with their customers in order to have more direct and effective communication tools. This would allow them to have the right strategy on selecting the right customer to engage, for the right purposes at the right time is far more important from creating a massive communication.

近年來網路產業快速成長，本研究希望以網路產業中的「APP行動應用程式產業」出發，探討這些提供行動應用服務的新創團隊，在各創建階段時期的資源取得與內化，透過創業者給予的建議以及資料整理與分析，提供未來欲創業的網路創業家參考。由於新創事業的團隊人數較為精煉，公司規模也尚未建立，初期所探討的資源具有人身依附性，資源與知識主要專屬在員工身上。本研究透過實證研究，在新創事業成長的各個不同的階段，探討隨著組織的調整，公司要如何將員工自身的能力與資源有效地傳遞給團隊其他成員，並且最終內化成為組織內部所屬的資源。 為了深入了解轉換過程進而獲得實證結果，本研究採取個案分析方法，針對網路產業的創業家進行一對一訪談為主，從創辦人與合夥人，分別就公司不同資源應用上一一詢問。完整訪談過後經由整理、比較，以吸收能耐理論的獲取、吸收、轉換、應用為架構，以求歸納出各資源轉換成組織資源過程以及後續應用創新 研究結果顯示，在將上述無形資源轉換成組織所擁有的過程中，新創公司最先採取的都是資料庫的建立，然而形式化的歸檔動作只是一種初期的手段，只有真正讓這些「資源」，針對其獨特性有效地流動於組織中，才可能後續為公司帶來真正的創新與應用。新創事業應該把握此時組織靈活的優勢，越快找到適合公司的商業模式，越能快速的從生存期進到成功期，而研究中也針對不同的資源屬性，深入探討其轉換與應用中的不同之處。

Submitted by Cristiane Oliveira (cristiane.oliveira@fgv.br) on 2011-05-24T13:29:02Z No. of bitstreams: 1 71080100009.pdf: 1036762 bytes, checksum: 893b5d89a98bed04889918f91de73acc (MD5) / Approved for entry into archive by Gisele Isaura Hannickel(gisele.hannickel@fgv.br) on 2011-05-24T13:41:36Z (GMT) No. of bitstreams: 1 71080100009.pdf: 1036762 bytes, checksum: 893b5d89a98bed04889918f91de73acc (MD5) / Approved for entry into archive by Gisele Isaura Hannickel(gisele.hannickel@fgv.br) on 2011-05-24T13:43:12Z (GMT) No. of bitstreams: 1 71080100009.pdf: 1036762 bytes, checksum: 893b5d89a98bed04889918f91de73acc (MD5) / Made available in DSpace on 2011-05-24T13:46:52Z (GMT). No. of bitstreams: 1 71080100009.pdf: 1036762 bytes, checksum: 893b5d89a98bed04889918f91de73acc (MD5) Previous issue date: 2010-04-26 / The research focus is to present an integrated analysis model for the behavior pattern of Brazilian banks in the Internet environment. A single case study was conducted at Banco do Brasil. Most interviews took place at Banco do Brasil’s administrative and technology headquarters in the city of Brasília, DF. An Integrated Analysis Model was presented based in many theories and structures of the organizational studies and information systems fields. Findings show that the studied phenomena can be understood with the simultaneous application of all selected theories, proving the complexity of the study object. Research limitations include the fact that this research was focused on a single case and also that it was not possible to run this research with a bigger sample of organizations. Study originality and contribution relies on proposing the Integrated Analysis Model with analysis structures and theories that help to understand the object of study. Future studies may replicate this research in a bigger number of companies to present a richer analysis. / O objetivo deste estudo é propor um modelo de análise integrada para a forma de atuação dos bancos brasileiros no ambiente da Internet. Para tanto foi conduzido um estudo de caso único com o Banco do Brasil. A maioria das entrevistas foi realizada nas sedes administrativa e de tecnologia do banco na cidade de Brasília, DF. Foi proposto um Modelo de Análise Integrada baseado em várias teorias e estruturas da área de estudos organizacionais e sistemas de informação. Entre as descobertas da pesquisa está a constatação de que o fenômeno estudado pode ser satisfatoriamente compreendido com o emprego de todas as teorias selecionadas, comprovando a complexidade do objeto desta pesquisa. O estudo apresentou entre suas limitações o fato de ter sido um estudo de caso único, como também a impossibilidade de se realizar esta pesquisa em amplo espectro, com um número consideravelmente maior de organizações. O ineditismo e a contribuição deste estudo residem no fato de ter proposto um modelo integrado com teorias e estruturas de análise que facilitam a compreensão do fenômeno observado. Em estudos futuros o pesquisador poderia incluir a pesquisa em um número maior de instituições para enriquecer a análise.