O valor da Tecnologia da Informação (TI) continua sendo um dos temas de interesse na área de Sistemas de Informação (SI) e TI, apesar dos longos anos já dedicados a pesquisas na área. Uma oportunidade de estudo neste tema tem recebido destaque na literatura de SI/TI e práticos, que é o valor da TI no contexto de relacionamentos interorganizacionais, mais especificamente quando ocorre a co-criação de valor. Co-criação de valor tem suas origens no marketing e estratégia e discute o potencial da participação do consumidor final para agregar valor em produtos e serviços, com destaque para a criação de espaços e momentos de interação entre a empresa e seus clientes. Ampliando este conceito para o contexto de relacionamento entre empresas, ou seja, considerando a co-criação de valor interorganizacional, esta tese tem o objetivo de identificar o valor da TI nos processos e projetos de co-criação de valor em relacionamentos interorganizacionais. Para tal, apresenta as abordagens teóricas que dão suporte aos três principais temas que procura relacionar: valor da TI, co-criação de valor e relacionamentos interorganizacionais, quais sejam: abordagem econômica, abordagem da organização industrial (especificamente a teoria dos custos de transação e a teoria da agência), as perspectivas sociológicas e sócio-políticas e a abordagem da estratégia. Com base nos estudos já realizados sobre o valor da TI, co-criação de valor e relacionamentos interorganizacionais, elaborou-se uma estrutura conceitual preliminar para entender a dinâmica do valor da TI neste contexto. O método de pesquisa adotado foi o estudo de casos múltiplos, tendo como técnicas de coleta de dados a entrevista semiestruturada, pesquisa documental, observação e questionário. Foram realizadas três rodadas de avaliação da estrutura conceitual e do roteiro de coleta de dados, uma vez que o estudo dos temas em conjunto é novo e necessitava-se conhecer a sistemática de funcionamento, bem como os elementos presentes na estrutura conceitual. Foram estudados quatro casos, sendo que cada caso é um relacionamento interorganizacional: Marelli, Lojas Exclusivas e TOTVS; BRDE e Stefanini; Dell e Centro de Inovação Microsoft-PUCRS; e GKN e Usimold. No total foram entrevistadas 24 pessoas, analisados documentos disponibilizados pelas empresas e realizada observação dos casos. Os resultados indicaram um envolvimento intenso entre as empresas participantes de cada caso estudado, uma vez que os projetos e processos de co-criação em que estavam envolvidas são de grande interesse de ambos os lados. Os aspectos de co-criação de valor estudados (diálogo, acesso, compartilhamento de risco e transparência) estão presentes nos casos e permanecem na estrutura conceitual. Por fim, o valor da TI se manifestou nos outputs sugeridos no roteiro de coleta de dados, com destaque para o controle, a produtividade, qualidade dos produtos e/ou serviços, satisfação dos usuários/consumidores, custo e melhores decisões, o que indica o caráter operacional e intangível do valor da TI em relacionamentos interorganizacionais de co-criação de valor. Os outputs vantagem competitiva, lucro, valor de mercado e participação de mercado tiveram uma contribuição menor nos casos analisados. Novos outputs de valor da TI surgiram, com destaque para documentação, formalização das respostas, rastreabilidade e histórico, rapidez, informacional, comunicação, gestão e transparência. Os resultados validaram a estrutura conceitual do valor da TI na co-criação de valor em relacionamentos interorganizacionais com algumas inserções de elementos de outputs de valor da TI, atingindo-se então o objetivo geral da tese. / The value of information technology (IT) remains a topic of interest in the field of Information Systems (IS) and IT studies, despite the many years that have been dedicated to research in the area. An issue of particular interest in the IS/IT literature and practices is that of the IT value in the context of interorganizational relationships, specifically when there is value co-creation. The latter originates in the fields of marketing and strategy and is concerned with the potential participation of the end user to add value to products and services, with emphasis on the creation of spaces and moments of interaction between the company and its customers. By extending this concept to the context of relationships between companies and considering interorganizational value co-creation, this thesis aims to identify the IT value in the value co-creation in interorganizational relationships. To achieve this, it presents the theoretical approaches that support the three main themes that it attempts to relate: IT value, value co-creation and interorganizational relationships, which are: the economic approach, the industrial organization approach (specifically transaction costs theory and agency theory), the socio-political and sociological perspectives and the strategic approach. Based on previous studies on IT value, value co-creation and interorganizational relationships, a preliminary conceptual framework for understanding the dynamics of IT value in this context was drawn up. The research method used was a multiple case study in which data were collected from interviews, documents, observation and a questionnaire. Since the topics under investigation had not previously been studied together, the conceptual framework and data collection script were subjected to three rounds of assessment in order to determine how they would function and which elements they should include. Four cases were studied, each one being an interorganizational relationship: Marelli, Lojas Exclusivas and TOTVS; BRDE and Stefanini, Dell and Microsoft Innovation Center–PUCRS and Usimold and GKN. In total 24 people were interviewed, documents provided by the companies were examined and the cases were observed. The results indicated intense involvement on the part of the participating companies in each case studied, since the projects and co-creation processes involved are of great interest to both parties. The studied aspects of value co-creation (dialogue, access, risk sharing and transparency) are present in the cases and are contained in the conceptual framework. Finally, the IT value was manifested in the output suggested in data collection script, with emphasis on control, productivity, product and/or service quality, user/consumer satisfaction, cost, and better decisions, which indicates the operational and intangible character of IT value in interorganizational relationships involving values cocreation. The outputs, such as competitive advantage, profit, market value and market share had a minor contribution in the analyzed cases. New IT value outputs emerged, especially documentation, formalization of responses, traceability and history, informational and communication speed, management and transparency. The results validate the conceptual framework of IT value in co-creating value in interorganizational relationships with the insertion of some elements from the IT value outputs, thus the overall objective of the thesis was achieved.

A presente pesquisa apresenta um estudo em torno do cross-branding, parceria entre duas ou mais marcas a fim de lançarem um produto e/ou serviço, e da cocriação de coleções no varejo de moda brasileiro. O cross-branding vem sendo bastante utilizado no mercado e é uma das ferramentas de marketing em evidência. O objetivo principal deste trabalho é identificar - a partir de uma discussão em torno do fast-fashion e da moda como resultado da expressão contemporânea - como se dá a estratégia do cross-branding, bem como suas influências no desenvolvimento de coleções. O trabalho é realizado a partir de uma revisão bibliográfica em torno da história da indústria da moda, conceitos em desenvolvimento de produtos, reflexões sobre inovação, cocriação e o varejo atual. Foi possível discutir não só como se dá o cross-branding, como também os reflexos advindos da utilização da estratégia no varejo de moda. Foram realizados estudos de casos das coleções cápsulas das lojas de departamento C&A e Riachuelo, frutos de cross-brandings com marcas e estilistas brasileiros. / This research presents a study about the cross-branding, partnership between two or more brands willing to launch a product and / or service, and the co-creation of collections in brazilian fashion retail. The cross-branding has been often used in the fashion market and is one of the marketing strategies in evidence. The goal is to identify, from a discussion about fast-fashion and fashion as a result of contemporary expression, how is the strategy of cross-branding as well as their influences on the development of fashion collections. The work is done from a literature review about the history of the fashion industry, product development concepts, reflections on innovation, co-creation and nowadays retail. It was possible to discuss how the crossbranding works, as well as the reflections arising from the use of strategy in fashion retail. Case studies of capsule collections of department stores, as Riachuelo and C&A, the result of cross-brandings with Brazilian designers and brands, have been conducted.

Submitted by Rosangela Silva (rosangela.silva3@unioeste.br) on 2018-02-22T11:59:37Z No. of bitstreams: 2 Viviana Beatriz Huespe Aquino Vieira.pdf: 1356654 bytes, checksum: bb34248b2a67f2a499c77526ac5b2711 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2018-02-22T11:59:37Z (GMT). No. of bitstreams: 2 Viviana Beatriz Huespe Aquino Vieira.pdf: 1356654 bytes, checksum: bb34248b2a67f2a499c77526ac5b2711 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-02-23 / The co-creation of value is an emergent concept in marketing area whose focus acts over the interaction consumer – company. According to Prahalad and Ramaswamy (2004a), consumers seek for high quality interaction which enable them to co create unique experiences with the firm once the passive role they had had was left behind and a new and more active position was assumed in relation to the availability of information, internet and the desire of experiencing. From Prahalad and Ramaswamy surveys (2004a, 2004b, and 2004c), a lot has been developed and discussed with the aim of better understanding the background, moderators, processes and consequential which influence the consumer behavior into the co-creation of value. In this context, this piece of work had as its main target to analyze the influence of satisfaction, fidelity and confidence of the students as background for co-creation value in the field of higher public education seeking to answer the relations between these variables. Since it is a theory under construction, the achievement of empirical research remains as one of the priorities of the marketing agenda, and the educational environment has been chosen because it is considered an example of co-creation, in which students and teachers interact and such interaction can generate accomplishment and high value for everyone involved. From the perspective of university management the understanding of the dynamics of co-creation of value can provide insights into the definitions of strategies which lead to the accomplishment of the institutional targets. This survey was conducted with the use of a questionnaire applied personally in various groups of students from a university. The date was analyzed statistically both in correlation and regression, which pointed the existence of moderated positive correlation among every and each of the variables surveyed, besides the confirmation of the hypothesis tested which aimed into the direct and positive influence of the variables “satisfaction”, “fidelity” and “confidence” to the variable “co-creation of value”. The conclusion of the work aims into the applicability of the model to the context surveyed, or rather, it shows that practicing the satisfaction, fidelity and confidence of the students may create a friendly atmosphere in which unique experiences of co-creation of value occur bringing benefits to all the involved in the process. / A cocriação de valor é um conceito emergente no Marketing, no qual o foco é a interação consumidor-empresa. De acordo com Prahalad e Ramaswamy (2004a), consumidores buscam interações de alta qualidade, permitindo cocriar experiências únicas com a empresa, deixando para trás o papel passivo e assumindo uma postura mais ativa em função da disponibilidade de informações, da Internet e do desejo de experimentar. A partir das pesquisas de Prahalad e Ramaswamy (2004a, 2004b e 2004c), muito tem sido desenvolvido e discutido no sentido de melhor compreender os antecedentes, moderadores, processos e consequentes que influenciam o comportamento do consumidor para a cocriação de valor. Nesse contexto, esta pesquisa teve como objetivo analisar a influência da satisfação, lealdade e confiança dos estudantes como antecedentes da cocriação de valor no ambiente do Ensino Superior Público buscando responder quais as relações entre estas variáveis. Por se tratar de uma teoria em construção, a realização de pesquisas empíricas permanece como uma das prioridades da agenda do Marketing, sendo que o ambiente educacional foi escolhido por ser considerado um exemplo de cocriação, em que alunos e professores interagem, podendo essa interação gerar desempenho e valor superior para todos os envolvidos. Desde a perspectiva da gestão universitária, a compreensão da dinâmica da cocriação de valor pode fornecer insights para a definição de estratégias que conduzam ao atingimento das metas institucionais. Para a realização da pesquisa, utilizou-se um questionário que foi aplicado pessoalmente em diversas turmas da instituição. Os dados foram submetidos a análises estatísticas de correlação e regressão, as quais indicaram a existência de moderada correlação positiva entre cada uma das variáveis pesquisadas, além da confirmação das hipóteses testadas que indicaram que as variáveis “satisfação”, “lealdade” e “confiança” influenciam de forma direta e positiva a cocriação de valor. Os resultados indicam que trabalhar a satisfação, a lealdade e a confiança dos estudantes tende a criar um ambiente propício para a ocorrência de experiências únicas de cocriação de valor com benefícios para todos os envolvidos.

Os consumidores da era da Internet estão cada vez mais informados, ativos, com mais opções de escolhas, e, por isso, mais exigentes e difíceis de satisfazer. Atualmente, as empresas procuram oferecer experiências junto com seus produtos e serviços buscando gerar valor para o cliente. A co-criação de valor acontece quando o consumidor cria produtos e experiências em trabalho conjunto com a empresa ou marca. Essa prática vem sendo tratada na literatura como estratégia da empresa, mas há poucos trabalhos publicados sobre co-criação do ponto de vista dos clientes. Esta dissertação tem o objetivo de entender como se dá o envolvimento com o processo de co-criação a partir da ótica dos consumidores, buscando contribuir para a lacuna de conhecimento sobre o tema. Um quadro teórico conceitual foi montado a partir da literatura sobre co-criação, sobre experiência de marca e sobre atitudes, identificando os conceitos fundamentais para se entender o fenômeno sob análise. Tal quadro foi base para realização de nove entrevistas em profundidade com consumidores que participaram de um caso de co-criação e analisadas por meio da técnica de análise de conteúdo. Os resultados apresentaram 31 categorias relacionadas à co-criação, destacando entre elas 20 sentimentos distintos gerados a partir das experiências vivenciadas pelos consumidores. Foram identificados elementos antecedentes do comportamento co-criador, destacando atitudes positivas para a realização de ações em ambientes presenciais, interação entre empresa-consumidor, consumidor-consumidor e inspirações da empresa para incentiva novas ideias. O grupo influenciador representado por professores e o tempo como fator limitante no controle percebido dos consumidores completam os antecendentes encontrados sobre o comportamento co-criador. A contribuição do trabalho se deve ao fato de capturar experiências e impressões do tema co-crição sob a perspectiva dos próprios consumidores co-criadores. / Consumers of the Internet age are increasingly informed, active, with more options to choose, and therefore, they are more demanding and difficult to be satisfied. Currently, companies seek to offer experiences with their products and services to the generate value for their customer. The co-creation of value occurs when the consumer creates products and experiences together with the company or brand. This action has been studied in the literature as a company\'s strategy, but there are few published studies on co-creation from the customer\'s point of view. This dissertation aims to understand how is the process of co-creation from the consumers perspective, seeking to contribute to the lack of studies on this subject. The theoretical concepts were studied from the literature of co-creation, of brand experience and of attitudes, aiming to identify the main concepts to understand the phenomenon studied. Such framework was the basis to conduct in-depth interviews with nine consumers who participated in a case of co-creation, the interviews were analyzed with the content analysis technique. The results presented 31 categories related to co-creation, highlighting, among them, 20 distinct feelings generated from the consumers\' experiences. Antecedents elements of the co-creator behavior were identified, emphasizing the positive attitudes to perform actions in face-to-face environments, the business-consumer and consumer-consumer interactions, and the company inspirations to encourage new ideas. The group of influencers, represented by teachers, and time as a limiting factor of the consumers perceived control complete the antecedents found on the co-creator behavior. The contribution of this work are the experiences and impressions captured from the co-creation subject from the perspective of consumers that have been co-creators.

The aim of this project is to further enable emancipation of Indian craftswomen through the use of an alternative co-design process. As a designer working with textiles and fashion I was interested to explore how I could positively impact the production process of textiles. I spent five weeks in India, with the intent to understand the stakeholders and the project, but mainly focused on the Indian craftswomen’s involvement. The design research has been an iterative process based on qualitative research consisting of interactive partner visits, observations, conversations and workshops. Starting in 2012, IKEA have formed partnerships with social entrepreneurs around the world with the aim to create social change rather than economic wealth, mainly focusing on giving employment to women. In this partnership, IKEA haven’t yet found the ultimate level of artisan’s involvement in the design process that is convenient for both parties. I propose a design process, comprised of tools, that aims to support rural artisans and urban designers when co-creating textile products aimed at a western market.

Enligt Kirsh (2010) stärker människor sin kognitiva förmåga på ett flertal sätt vid användandet av externa representationer. Inom design används externa representationer ofta i form av skisser, ritningar och modeller. För att undersöka Kirsh teori kring externa representationer i en designkontext genomfördes två workshopar i samband med ett designuppdrag. Syftet var att undersöka hur fysiska externa representationer användes och om tillhandahållet material påverkar skapandet av externa representationer. Resultatet visade att fysiska externa representationer används men att materialet inte nödvändigtvis påverkar skapandet av fysiska externa representationer. Andra faktorer som troligtvis också påverkar skapandet var bland andra att deltagarna var ovana vid arbetssättet och att förutsättningarna inte var till deras fördel, att tiden till förfogande var för kort och att hierarkiska strukturer uppkom vilket i det här fallet hämmade skapandet av fysiska externa representationer.

This thesis focuses on value co-creating processes in international business relationships, where customers and suppliers have different frames of reference that create a distance, often expressed in terms of uncertainty between the customer and the supplier. This tension between developing cooperative business relationships in order to co-create value versus handling uncertainty, misunderstandings and conflicts based on perceived distance, makes an interesting arena for exploring how the value co creating process is formed in international business relationships. In this thesis, a customer-supplier perspective is used. The thesis rests on reasoning and concepts discussed in the field of marketing, where literature on value co-creation forms the theoretical foundation of the thesis. Three case studies of co-operation between Chinese customers and Swedish suppliers operating in the Chinese automotive industry have been carried out so as to obtain an in depth picture of the value co-creating processes in international business relationships. The main contribution of the thesis is a nuanced phraseology which should prove fruitful when discussing value co-creating processes in international business relationships. The notion of value co creation in interactive processes is further developed by discussing value through a business relationship and value in a business relationship, where value co-creation includes both individual value for customers and suppliers respectively and common value for both parties to share. The concepts of conversation, coordination, collaboration and co-generation capture the process of cocreating value between international customers and suppliers with different frames of reference. The concepts constituting the phraseology can be seen as generally applicable, but the content of the different concepts discussed varies between business actors, across cultures and over time. By discussing the temporal dimension of past, present and future in this thesis, the developed phraseology infer the notion of continuity instead of short term interaction episodes often discussed in other types of valueco-creation frameworks.

Abstract Title: Business of “another World” – Virtual Reality (VR): Influence of Virtual Reality on consumer experience, co-creation and competitive advantage Course: Thesis for Master Degree in Business Administration Authors: Dominik Ruggenthaler and Maximilian Waidhofer Supervisor: Maria Fregidou-Malama, PhD Examiner: Akmal S. Hyder, PhD Date: 2017/06/01   Purpose: This study’s aim is to examine the influence of VR in the field of architecture and its contribution to create competitive advantages. Methodology: To collect empirical data, the research applied a qualitative and inductive approach. Semi-structured interviews with ten participants with different backgrounds are conducted. Furthermore, primary and secondary data obtained from existing scientific resources built the base for argumentation. Findings & Conclusion: The main findings of the research are clustered in four groups. (1) VR planning creates a new service system and has an influence on the project performance; (2) VR experience and (3) co-creation contributes to generate new competitive advantages; (4) the use of the technology is a trigger for architect companies to differentiate compared to their competitors. Theoretical contribution: This is one of the few studies that combines VR planning with customer experience and co-creation. Furthermore, previous researches do focus on competitive advantages in this context. The developed conceptual model identifies the impact of VR on competitive advantage generation within the architecture business. Managerial implications: The implication of VR leads to both new opportunities and new problems. On one hand, architects can embed their clients better in the planning stage, but on the other hand, customers might become overwhelmed by the multisided VR opportunities. Also, it is outlined that a form of virtual planning will probably become an industry standard, which has to be adopted by architects. Limitations: Cost Leadership, one element of competitive advantages, is not explored through this study. Also, customer response of VR services has to be evaluated more deeply. Therefore we suggest further research in those fields. Keywords: VR planning, co-creation, experience, competitive advantage, architecture

The advances in online technology has revolutionised online communication. As a result of new emerging web technologies virtual interactions have taken a much more interactive structure. These improvements in technology provide richer communication experiences for the users. Online communities, with the aid of new web 2.0 technology, provide the ideal environment for knowledge sharing. It is the interaction and communication between users of such communities that triggers information and knowledge sharing. Knowledge and information sharing sets the foundation for knowledge creation and co-creation. Meanwhile knowledge is known to be one of the greatest assets of any company or organisation. A significant amount of research has been dedicated to knowledge management. Nevertheless little research has been done to explore knowledge creation and co-creation, particularly in an online community setting. This research is investigating the idea of knowledge co-creation within an online community environment. Knowing that knowledge itself is a subjective entity, which cannot be objectively measured or quantified, the research takes an interpretive approach to finding out how this knowledge is co-created by the users of online communities. One of the main significant factors of this study is that it has used a unique and novel research method to tackle what appears to be a difficult subject. The research uses an interpretive case study method, however without any data collection. The investigation will be exclusively interpretive and philosophically evaluated based on the relevant literature and a set of principles introduced by Klein and Myers (1999). These principles were introduced as a guideline for conducting and evaluating interpretive studies in information systems. Using Klein and Myers’ principles has the advantage of being based on a well-established contemporary literature in information systems (IS) research methodology. The principles have not been used in an exclusively exploratory and interpretive research before. This itself is a major methodological contribution for future researchers to utilise as a practical example. The study develops a conceptual framework around knowledge co-creation, online communities and the technology. This framework is based on a proposed RECI model offered for knowledge creation in online communities. It also investigates the role of technology in the co-creation process. Finally it proposes a set of characteristics and guidelines that facilitate knowledge co-creation in online communities. These characteristics and guidelines would help design and implement future knowledge co-creating online communities, for example, e-learning and knowledge management systems. Furthermore the research lays the foundations for introducing the knowledge co-creation theory within online communities by proposing the initial hypothesis. Subject to appropriate future research and testing, the hypothesis can be developed into a practical theory.

This thesis investigates the production and consumption of the independent music sector in South Korea in the digital age. It examines the value of music and how it is created in the digital age. Thus, it suggests the impacts of the Internet for consumers and producers. The investigation is based on the view that there has been a transition to value co-creation by consumers and producers, away from the traditional view of value being produced by firms alone, and that this value can be symbolic, emotional and experiential. The thesis shows that this transition has indeed occurred in the music industry. To investigate value and value creation in popular music in the digital age, an in-depth single case study of the independent music industry in South Korea is conducted. Qualitative data was collected, using semi-structured interviews, from independent music consumers and independent record labels. This research reveals that consumers’ music consumption is made up of both information-processing and experiential behaviours. Their desire to minimize the inappropriateness and maximize the appropriateness of independent music and its culture contributes to its sustainment and expansion. This research also reveals the online practices of consumers, categorized into three themes: acquisition, relationship and engagement. In addition, the examination of music communities in South Korea shows that consumers are resource integrators. It reveals that the consumption communities are organized and maintained through various operant resources of the participants. The data from the independent record labels reveals that they are trying hard to interact with consumers and benefit from the new media. They are found to conduct four value (co)creation strategies: contacting, bonding, spreading and managing. Finally, this research shows that difficulties in utilizing social media can be categorized into the following: adaptability, uncontrollability, representability and applicability. The key contributions of this research are as follows: Firstly, it extends our understanding of the symbolic consumption of music. Secondly, it identifies a form of consumption community, which can be termed a ‘co-creative consumption community’. Lastly, it demonstrates the value (co)creation practices used by consumers and the strategies used by producers. These findings extend the existing knowledge and suggest new evidence that contributes to an increased understanding of the concept of value co-creation, and to consumer research in general. In addition, the findings will benefit marketers and producers, especially in cultural industries such as the music industry.