ServiceSketch is a collaborative tabletop tool for service design. It was developed to address some of the challenges designers face when developing service systems, including the dynamic, intangible nature of service and the complexity of coordinating multiple stakeholders over time and space. The concept for the tool draws from literature on service design, tangible user interfaces, and co-creation. It was also informed by user research sessions with graduate design students. The interface of ServiceSketch consists of a large multi-touch surface display that reacts to finger touches and a provided set of physical objects. Both the hardware and software development of ServiceSketch are described in this document. ServiceSketch was evaluated with groups of graduate design students who were asked to perform small group service design activities using the tool. These sessions showed that ServiceSketch was successful in supporting common service design processes and even inspired many participants to suggest possible future developments for the tool. ServiceSketch also seemed to encourage a playful, collaborative approach to service design. The results of the project hint at the possibilities for a new breed of service design tool, one that focuses on facilitating conversations about service through an engaging, interactive medium.

The thesis argues that the distribution formats can be significant strategic communication and differentiation tools for luxury brand and that the intangible determinants within the space can provide balancing link between company trying to manage its brand expression and consumers search for the meaningful experiences. The dissertation uses a luxury retail setting, as the highest in distribution hierarchy to analyze these relations. This ensures a level of diversification from mass retail approach. In addition, this brings back to the store as source of value creation and experiences that one should expect from a luxury brand. The aim: To explore conceptually the nature of value creation and how the relationship gets between a retailer and customer translated and communicated by a means of store, also to identify the key determinants for the value creation within the formats while looking at which levels it brings to ability to co - create the experiential value with consumer. Method: The two primary methods used are: in-depth, semi-structured interview with professionals or key informants and field notes in ethnographic context with a sample of 52 international marketing students. The secondary data collection draws upon extensive, relevant and significant academic literature review including books, professional journals, online resources, etc. Findings: The work identified two value drivers: Symbolic Desire and Exclusive Excitement. Excitement and Desire were found to be the main emotions to trigger the consumer within the luxury setting and to translate a product into service or experience of a kind. Second, research identified the two experiential prospects of: Become and Belong. These show all the way the interaction builds and develops to immerse the customers in a branded world and experiences. As a result the thesis suggests two new approaches; Experiential Value Co-Creation and In - Store Typology. Such orientation offers an outline for adjusting the service and mapping the generic groups of luxury consumers. Moreover, in-store experiential typology offers four types of spaces and/or segments within the setting: Expertise, Exclusivize, Aspirational and Popularize.

Samverkan har blivit ett populärt ledningssätt i samhällsbyggnadssektorn och förordas i komplexa projekt med stora osäkerheter, specialanpassningar och tidspress. Det innefattar i stora drag ett strukturerat samarbete mellan beställare, entreprenörer och konsulter med kärnfunktioner som öppen bokföring, startworkshopar och gemensamma målbilder. I samhällsbyggnadssektorn är ett av kärnproblemen att projekten är uppdelade i olika skeden och länkarna mellan olika roller och skeden blir svår att hantera vilket lätt leder till konflikter, samverkan är ett tillvägagångssätt som har lyfts för att förbättra detta. I studien används begreppet samverkansstrategi för att beskriva hur samverkan ser ut ett projekt, både till den upphandlingsstrategi som används men även kring de dimensioner Eriksson (2015) konstruerat för samverkan i sitt ramverk där bredd, intensitet, varaktighet och djup används. Effekter av en stor bredd i samverkan med fler aktörer har dock inte studerats i någon större utsträckning trots att byggprojekt ofta innehåller en stor mängd deltagare, där fler kompetenser är en förutsättning för en snabbare byggprocess. Studiens ambition är därför att studera hur en större bredd med fler entreprenörer i samverkan påverkar samverkan i projekten. Dessutom avser studien fokusera på hur en stor bredd i samverkan mer fler entreprenörer påverkar i de tidiga skedena, där kvaliteter och det ekonomiska utfallet av olika delar bestäms. Ytterligare så är cocreation (ungefär: samutveckling, samproduktion) ett begrepp som har lyfts som en metod för företag att förbättra sin produktivitet och bli mer konkurrenskraftiga. Trots att begreppet är snarlikt med samverkan så handlar co-creation mer specifikt om att aktörerna tillsammans med kunden har en aktiv dialog och problemlöser och bearbetar produkten tillsammans. Här har cocreation möjlighet att förstärka både utforskande av ny, och nyttjande av redan känd kunskap men det har mest studerats mellan beställare och entreprenör. Därför är studiens inriktning även att utforska hur samverkansstrategier med en större bredd med fler underentreprenörer påverkar co-creation. En fallstudiemetod valdes då den är lämplig för att förklara hur olika aspekter påverkar varandra, den huvudsakliga datainsamlingen i studien var en intervjustudie med totalt 15 intervjuer fördelat på tre projekt med vissa skillnader i samverkansstrategier. Intervjuer hölls med roller från underentreprenörer, huvudentreprenör och beställare och även två samverkansledare. Ett av projekten hade underentreprenörer medverkande från systemhandlingsskedet och två av projekten planerade att involvera underentreprenörer från bygghandlingsskedet. Intervjuerna kompletterades med observationer och arkivstudier varefter empirin analyserades utifrån de olika samverkansstrategierna. Resultat från studien visar att samverkan är lämpligt för projekt med tidspress och dessutom bör då mer vikt läggas vid samverkansstrategin, med en större samverkansbredd som ett alternativ. Det teoretiska bidrag studien gör är att ytterligare stärka Erikssons (2015) ramverk när det kommer till att bredd och intensitet ska beskrivas tillsammans för att förstå samverkan, likadant med bredd och varaktighet. Det här innebär att en samverkansstrategi med en större bredd kan stärka samverkan genom att lägga större vikt vid intensiteten, exempelvis genom en samverkansform med samverkansledare och startworkshop. Det innebär också att samverkan kan stärkas i en större bredd genom en längre varaktighet mellan aktörerna, till exempel med prekvalificering av underentreprenörer från tidigare samarbeten. Studien visar också att lärandeprocesserna kunskapsutbyte, anpassning och stegvis utveckling är något som kommer ur co-creation i en större bredd men att det här är starkt relaterat till vilken samverkansvaraktighet som gäller. Teorin pekar på största effekt vid involvering mellan programhandlingsskede och bygghandlingsskede och studiens bidrag är att bygghandlingsskedet anses för sent om syftet är att låta underentreprenörer bidra med alternativa lösningar. Ytterligare visar resultat från studien att underentreprenörer som involveras vill ha någonting att utgå ifrån för att komma igång, det vill säga en kravlista alternativt en handling att omarbeta. En mindre bredd kan väljas om beställaren och eventuellt huvudentreprenören vill ha mer flexibilitet i utformningen, däremot minskar totalentreprenader enligt teorin beställarens inflytande, även om det lyfts som flexibelt i kommunala samverkansprojekt där risken minskas för överklaganden. Teknisk kunskap hos aktörerna och beställarnärvaro med beslutsförmåga lyfts som viktiga faktorer när det kommer till både samverkan och co-creation.

Co-creation is centered on the idea of the consumer as a creator of value, interacting with a company to "co-create" value. As the concept of co-creation gains popularity among many industries, it is receiving increased attention from researchers. Although many topics are being researched with this new topic, one of the essential missing links is what outcomes can be expected from participation in co-creation. By identifying the relationship between co-creation, satisfaction, and subjective well-being, service providers can change strategies and implement a platform for creating unique experiences, allowing tourists to become more physically and emotionally engaged. An online survey using panel data from a commercial firm was used to gather 561 completed questionnaires. Co-creation, satisfaction, level of involvement, and subjective well-being were measured using different scales which have been adapted from previous works which are discussed in the literature review. The analysis consisted of several steps including a profile of respondents based on descriptive statistics, a simple correlation analysis of all the summated variables, and simple correctional analyses which looked at the relationships between co-creation and satisfaction, co-creation and subjective well-being, and satisfaction and subjective well-being. This study contributed to the growing body of knowledge in understanding the perceived value of tourism experiences by establishing a theory based empirical link between co-creation and subjective well-being via satisfaction. This aspect of tourism experiences had not yet before been empirically demonstrated. / Master of Science

The primary purpose of this study is two-fold. First, this study proposes a model to explain the factors predicting consumers' intention to co-create based on the theory of planned behavior. More specifically, this study investigates how perceived benefits, perceived costs, subjective norms, and ability to co-create influence consumers' behavioral intentions toward tourism co-creation. Second, this study seeks to examine differences in the relationships among different constructs in the models in accordance with different contextual settings. To gain a richer understanding of consumers' co-creation behaviors, the study examines the impacts of different co-creation settings as moderating effects among the model's constructs. By using 2 X 2 factorial between-subjects design, two co-creation scale categories (radical and incremental) are matched with two co-creation intensity categories (high involvement and low involvement). The results of this study suggest that proposed antecedent constructs (perceived benefits, perceived costs, subjective norms, and abilities to co-create) are strong indicators to predict consumers' intention to co-create. The study also finds that different co-creation settings have strong moderating effects on the relationships among constructs in the co-creation intention model. The insights from the study results are discussed and important practical implications and subjects for further future research are presented. / Tourism and Sport

This dissertation centers on the study of brand appropriation, the altering of brand meaning by non-target market consumers who belong to a subculture. Although oftentimes referenced within the social sciences, appropriation is a scantily explored construct within the context of marketing, and specifically branding. Using a multi-method approach, this research establishes a conceptual framework for brand appropriation, develops an in-depth understanding of why and how it occurs, and examines its effect on consumers and their relationships with brands. Overall, this work builds a theoretical foundation for this phenomenon, contributing to literature involving the role of brands within subcultures, the process and effects of non-target market adoption, and gives consideration to uninvited co-creation behavior. Furthermore these studies gives insight for firms which encounter this unexpected consumption behavior, providing understanding that can help inform strategic response. / Business Administration/Marketing

Yes / Adopting a Service-Dominant Logic lens, recent research within industrial marketing contexts increasingly recognizes the role of operant resources in value co-creation. Incumbent within operant resources is actor competence. Despite this, an investigation into the role of actor competence in value co-creating processes is scant and the competence literature, in general, has tended to concentrate on specialized knowledge and skills based interpretations that potentially restrict our understanding of the construct. To address this gap, this research adopts a phenomenological approach to explore perceived behavioral attributes of competent actors. Findings confirm two broad behaviorally based conceptualizations of competence: 1) extra-role behavior demonstrated through organizational citizenship behavior, and 2) in-role behavior demonstrated through understanding of work, and engagement behavior. To this end, the contribution of this research is twofold. First and from a theoretical perspective, it offers empirical insights into a relational based framework of competency within industrial marketing contexts. Second, and from a pragmatic perspective, this framework may aid managers in developing a broader understanding of actor competence and how such competencies may be enhanced within the workplace to optimize value co-creation.

På senare år har organisationer börjat samarbeta med konsumenter för att tillsammans ta fram idéer och skapa nya produkter. Organisationen samskapar då ett värde tillsammans med konsumenterna, även kallat Co-Creation. Detta tillvägagångsätt har blivit allt vanligare tack vare utvecklingen av webbteknologin. Organisationer kan nu skapa innovation tillsammans med konsumenter online genom bland annat innovation communities. Syftet med studien var att undersöka vad som motiverar användare i organisationsdrivna communities att delta i CoCreation. Detta för att ge en ökad insikt kring hur ett innovation community kan skapas för att motivera konsumenter att bidra till Co-Creation. För att svara på detta genomförde vi en netnografisk studie bestående av observationer och intervjuer. Studien visade att användare motiveras av både inre och yttre motivationsfaktorer och att dessa är samverkande. Som bekräftat av tidigare studier ser vi också vikten av interaktion från organisationen sida. I uppsatsen tas problem upp som kan påverka användares motivation till att bidra. Vi tar även upp vilken betydelse de yttre motivationsfaktorer har och hur dessa påverkar användarens inre motivation. / In recent years, organizations have begun to work with consumers to jointly develop ideas and create new products. The organization co-create a value with consumers, also known as co-creation. This approach has become increasingly common, thanks to the development of Web technology. Organizations can now create innovation together with consumers online, for example through innovation communities. The aim of the study was to examine what motivates users in the organization driven online communities to participate in co-creation. This is to give greater insight into how an innovation community can be created to motivate consumers to contribute to co-creation. To answer this research question, we conducted a netnographic study consisting of observations and interviews. The study showed that users are motivated by both intrinsic and extrinsic motivational factors and that they co-operate. As confirmed by previous studies we also see the importance of interaction from the organization. In this thesis we address issues that can affect users' motivation to contribute. We also discuss the importance of the extrinsic motivational factors and how they affect the users’ intrinsic motivation.

Consultant and client collaborations seek to create value for both parties. This thesis builds on service-dominant logic and examines how value is perceived and co-created by consultants in their client projects. The findings of this qualitative interview study advance a model of value co-creation in consultant assisted projects, which outlines what operant resources embrace the activities in the value co-creation process. The thesis supports the notion of value co-creation as a function of interaction in consulting projects and further contributes to the understanding of value from a professional service suppliers' perspective. The results contribute to the value creation literature and provide insights for consultants, clients and practitioners within the consulting domain. / Konsult och kundsamarbeten strävar för att skapa mervärde för båda organisationerna. Denna uppsats bygger på tjänstedominanta logiken och utforskar hur mervärde är uppfattat och skapat av konsulter i deras kundprojekt. Forskningen tar fram en modell som bygger på empirisk kvalitativ intervjudata. Uppsatsen stöder föreställningen av samskapat mervärde som en funktion av interaktion i kontexten av konsultprojekt och ger en insikt i hur konsulter uppfattar mervärde. Resultaten bidrar till mervärde litteraturen och ger insikter för konsultkunder och praktiker inom konsultdomänen.

Yes / The study extends customer-led co-creation research to the related staff-led value co-creation domain. In particular, the purpose of the study is to investigate the role of staff engagement as a facilitator of staff-led value co-creation. Design/methodology/approach: A new conceptual framework develops a model of staff-led value-creation, using three types of staff-led co-creation. A quantitative approach is used. Survey collection yielded a sample of 1165 employees in an Australian not-for-profit context across nineteen organizations. AMOS SEM (Structural Equation Modelling) analyzes the data. Findings: A major finding is the nexus between staff engagement and staff-led value co-creation. The nexus applies for three types of staff-led co-creation and three staff categories. Different explanatory mechanisms apply to each type of staff-led value co-creation. Research Limitations/implications: The not-for-profit context may not generalize to the for-profit sector, but future research could clarify this matter. Practical implications: The results can inform organizations wishing to create greater service contributions through greater staff participation, which can include a staff-initiating (staff-led) role. Different value co-creation targets require different corporate triggers, reflecting the different explanatory mechanisms of each co-creation type. Social Implications: The not-for-profit context provides major social implications. Originality/value: The emphasis on staff-led value co-creation augments the customer-led co-creation literature. Additionally, exploring the (staff) engagement to (staff) value co-creation nexus is a novel contribution.