In Sweden two reforms were implemented in 2011 in order to delegate control to universities and improve the quality of tertiary education. Despite the efforts, Swedish universities are experiencing a quality crisis and the majority of students are receiving less than the recommended nine hours per week of tutor led education. The quality crisis, the low levels of student-teacher interaction and the reluctance towards marketization and customer focus within higher education, all provides cause for concern on how universities create value for their students. This study aims to examine the interaction students have with teachers, and how the interaction creates value for students. Interviews were conducted with students studying their third year of the business programme at Uppsala University. The result showed that the students thought interaction was important for their learning. Uppsala University was considered to offer sufficient amount of lectures and seminars, although with fluctuations in quality. Most notable in the study was the lack of feedback from teachers. The students showed strong discontent, as feedback would help them improve and learn, fulfilling their value creation.

Syftet med den här uppsatsen är att få en djupare förståelse för produktplaceringsprocessen och därmed se vad produktplacering som marknadsföringskanal genererar till en film- och/eller tv-produktion. Utgångspunkten för att besvara syftet är värdeskapandeteorier tillsammans med en kvalitativ undersökning via intervjuer med sex personer inom produktplaceringsbranschen. Resultatet från undersökningen visade på att fördelarna med produktplacering är att den ger konsumenten en plattform att se en produkt eller ett varumärke i ett verklighetstroget sammanhang och därmed görs produktionen mer trovärdig. I ett större perspektiv genererar produktplacering mer än bara trovärdighet, den erbjuder ett nätverk med samarbetspartners, liksom ett värdeskapande genom kringliggande plattformar. / The purpose of this paper is to gain a deeper understanding of the product placement process and to see what a marketing channel such as product placement generates to a film and/or a television production. The starting point for answering the purpose of this paper is the value creation theories together with a qualitative survey through interviews with six people in the product placement industry. The results from the survey showed that the benefits of product placement are the contribution of a platform for consumers to see a product or a brand in a realistic context and thereby making a production more reliable. In a larger perspective, product placement generates more than just credibility, it offers a network of partners, as well as value creation through surrounding platforms.

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.

Studien behandlar hur företag i den digitala kontexten kan stärka sin varumärkesidentitet med hjälp av fenomenet co-creation of value, samt vilka utmaningar och möjligheter som finns med användandet. Syftet är att undersöka hur B2C-företag som använder digital marknadsföring kan stärka sin varumärkesidentitet, med hjälp av co-creation of value och storytelling för värdeskapande. Studien ämnar även till att bidra till en ökad förståelse för hur fenomenet co- creation of value kan användas i arbetet och processen i en förändrad digital kontext. Studien är en kvalitativ studie med en induktiv ansats där det empiriska materialet samlats in genom intervjuer från sju respondenter från fem olika företag, samt genom en workshop som hölls med fyra respondenter. Teorin underbyggs av forskning inom varumärkesutveckling, co-creation of value, storytelling och medieutveckling.Det har identifierats ett samband mellan de tre olika fenomenen co-creation of value, storytelling för värdeskapande och varumärkesidentitet. I studiens slutsats framgår det hur det sociala samspelet i ett medietekniskt perspektiv kan jämföras vid relationen mellan de tre olika fenomenen. Det går att konstatera att det skett ett maktskifte mellan företag och konsument då företagen inte längre äger kommunikationen. Studiens resultat påvisar att den samskapande relationen mellan företag och konsument är beroende av relevans. Vidare belyses även utvecklingen av co-creation of value i den digitala kontexten med nya tekniker, som sociala medier, som i dagens samhälle naturligt finns i vardagen. / This study discusses how companies in the digital context can strengthen their brand identity using the phenomenon co-creation of value, as well as the challenges and opportunities that exist with the use. The purpose of this study is to investigate how B2C companies that use digital marketing can strengthen their brand identity, using co-creation of value and storytelling for value creation. The study also aims to contribute to an increased understanding of how the phenomenon co-creation of value can be used in the work and the process in a changed digital context. The study is a qualitative study with an inductive approach where the empirical material was collected through interviews from seven respondents from five different companies, and through a workshop held with four respondents. The theory is supported by research within brand development, co-creation of value, storytelling and media development.The study has also identified a relation between the three different phenomena co-creation of value, storytelling for value creation and brand identity. The conclusion shows that social interaction in a media-technical perspective can be compared to the relationship between the three different phenomena. It can be noted that there has been a change of power between companies and consumers since the companies no longer own their communication. The result shows that the relationship between companies and consumers is dependent on relevance. Furthermore, the development of co-creation of value in the digital context with new technologies, such as social channels, which in today's society is naturally present in everyday life, is also illustrated.

The initial idea for this research is based on the gap that I found in my company performance and specifically in the process of value offering and the relationship with customers. The company has recently faced the challenges of a loss of market share and competitive advantage. The aim of this study is to provide a validated value offering constructs for the company. That is, knowing the customers’ needs, value and preferences better; identifying what kind of value the customers are looking for and improving the value offerings of the company in order to raise customers´ satisfaction. Understanding the priority of value offering elements from customers’ perspective, the nature of customer satisfaction and the relationship between the elements of value offering and customers´ satisfaction are the main objectives. The relevant literature and research related to value offering including its elements, value, perceived value and customer satisfaction are reviewed comprehensively. The methodology used is a case study. Both quantitative and qualitative methods are used for collecting and analysing the data. In qualitative phase, 16 customers were selected for in-depth interviews and for quantitative phase 268 customers who all are dentists responded a survey made up of 24 scales. The result showed that the highest significant element is Price value and also it was revealed in which important parts related to value offering and customer satisfaction the company is performing poorly.

Purpose The purpose of this thesis is to examine if sustainable investments is important for customers in the banking sector in Sweden. Design/methodology/approach This thesis is a quantitative study, which is based on a service-perspective. Since the purpose of this study is to examine if sustainable investments are important for customers in the banking sector, banking customers are chosen to be the respondents of this study. This is a deductive study and theories have been developed and result in four hypotheses. The empirical data is based on a survey of 186 respondents.   Findings The result of the study show that the majorities of the respondents prefer and think it is important that their bank is working for sustainability and sustainable development. However, the results show that more information, from the banks, is needed for words to become actions and for customers to be more aware of what the banks do for a sustainable development. The study also shows that sustainable investments are important to customers, but at the same time, it is not something that in the end creates value for the customers and it is not a criterion that makes the customer feel more loyal. This is another sign which tells us that the bank must be better in informing and reach out to their customers about their work for a sustainable development, for example through sustainable investments in funds. Then, the demand of these sustainable investments can increase and this may turn into a loyalty criterion in the future. Research limitations/implications In order for the result to be applicable to the whole population, banking customers in Sweden, further research is required in this specific subject. For example in form of a larger study with a larger random sample selection. Originality/value Sustainability and sustainable development is a subject in time. The banking sector is facing a major challenge in relation to other industries, when it comes to understanding the customers and their perception and opinions on sustainability issues. This study can therefor contribute to banks’ sustainability work, by helping this industry to understand what their customers really demands and how the bank, through information, can help their customers to choose more sustainable products and in turn, contribute to a sustainable development.

Made available in DSpace on 2015-03-05T18:41:00Z (GMT). No. of bitstreams: 0 Previous issue date: 29 / Nenhuma / A co-criação de valor é pouco explorada no ensino superior e na área de serviços de um modo geral. Com um segmento que está em constante crescimento, como é o caso do ensino superior privado, desenvolver estudos que contemplem essa teoria pode ser estratégico. A co-criação de valor sinaliza que, em determinados segmentos, a participação do cliente é imprescindível para a verdadeira criação de valor, mesmo que a satisfação durante o processo possa ser questionada. Nesse sentido, pode-se dizer que a participação do aluno na relação ensino e aprendizagem é fundamental para a criação de valor. Alunos que interagem no processo da sua aprendizagem podem ter um aumento na sua satisfação, um melhor desempenho e se tornarem leal à universidade em que estudam. Esses aspectos contribuem para a retenção do aluno que é um dos principais objetivos das instituições de ensino superior privado que estão inseridas em um mercado de acentuada concorrência. Com o objetivo de explorar esse contexto, este estudo avalia os efeitos d

As cadeias curtas de abastecimento alimentar tornaram-se formas alternativas de produção, comercialização e consumo de alimentos, redefiniram as relações e as interações com os espaços sociais e com o ambiente institucional, criando novas ligações entre os produtores e os consumidores. Também permitiram ao consumidor fazer novos juízos de valor com base no seu próprio conhecimento e experiência, fazendo com que, além das diferenças intrínsecas e funcionais do alimento, como sabor, nutrição e saúde, as características externas como a saúde pública, meio ambiente, ética e justiça social se tornassem critérios de avaliação, competição e características de qualidade. Em breve pesquisa bibliométrica, observou-se que os estudos sobre as cadeias curtas de abastecimento alimentar abrangeram uma variedade de temas, como por exemplo, desenvolvimento rural, geografia econômica, sustentabilidade e segurança alimentar, além de temas mais atuais, como agricultura urbana e comportamento do consumidor. Ou seja, observou-se uma mudança no foco analítico visto que os estudos passam a considerar as práticas de consumo alimentar como pontos centrais de análise. No entanto, considerando o aumento das preocupações com a natureza da colaboração e do conflito entre os atores envolvidos, esta tese buscou na abordagem da cocriação de valor uma forma de estudar e analisar essas relações nos três tipos de cadeias curtas de abastecimento alimentar. Abordando uma realidade na qual o consumidor deixou de ser um ator passivo e passou a ter papel de fundamental importância no mercado, a cocriação de valor tem ganhado um espaço cada vez maior na literatura empresarial, porém, como esta tese irá demonstrar, ainda não foi aplicada em cadeias curtas de abastecimento alimentar, revelando o caráter inédito deste estudo e uma oportunidade de pesquisa valiosa. Baseando-se nos estudos de Prahalad e Ramaswamy e Vargo e Lusch, assume-se que a cocriação de valor ocorre no mercado e no momento de uso de um produto ou serviço, pressupondo a existência de um novo contexto, no qual o valor está na experiência e não mais no produto em si, ou seja, ela ocorre quando o consumidor e a empresa estão intimamente envolvidos em, conjuntamente, criar o valor, que é único para o consumidor individual e para a sustentabilidade da empresa. Sendo assim, partindo dessas premissas e baseando-se nos elementos descritos pelos autores como fundamentais para se caracterizar uma relação cogeradora de valor − diálogo, acesso, risco e transparência (DART) − esta tese procura responder à seguinte pergunta de pesquisa: Existe cocriação de valor nos diferentes tipos de cadeias curtas de abastecimento alimentar? Para tanto, realizou-se 04 estudos de caso em diferentes regiões do estado do Rio Grande do Sul, abrangendo a tipificação de cadeias curtas de abastecimento alimentar descrita por Renting et al. (2003). Revisão integrativa de literatura, entrevistas on-line e pessoais, assim como observação direta foram as ferramentas escolhidas para o levantamento dos dados secundários. Os resultados revelaram que não há evidências de cocriação de valor em todas as cadeias curtas de abastecimento alimentar estudadas, ressaltando que as mesmas possuem especificidades importantes que precisam ser consideradas quando se analisam as relações entre os atores envolvidos. / Short food supply chains have become an alternative way of producing, selling, and consuming food, and redefined relations and interactions with social spaces and with the institutional environment, creating new connections between producers and consumers. They have also allowed the consumer to have new value judgements based on their own knowledge and experience, allowing, besides the intrinsic and functional differences of the food, such as flavor, nutrients and health, external characteristics, such as public health, environment, ethics, and social justice to become criteria for evaluation, competition and characteristics of quality. Through a brief bibliometric research, it was observed that studies about short food supply chains have covered a broad range of topics such as rural development, economic geography, sustainability, and food safety, and more current topics such as urban agriculture and consumer behavior. That is, there was a change in the analytical focus, and studies began considering food consumption practices as central points for analysis. However, considering the increase in the worries about the nature of the collaboration, and the conflict between the parts involved, this thesis tried, through the co-creation of value approach, a way to study and analyze these relations in the three kinds of short food supply chain. Approaching a reality in which the consumer went from a passive role to playing a fundamental part in the market, co-creation of value has been gaining more space in the business literature, but, as this thesis will show, still has not been applied to short food supply chains, then revealing the unprecedented character of this study, and a valuable research opportunity. Based on Prahalad and Ramaswamy and Vargo and Lusch, it is assumed that co-creation of value occurs in the market and in the moment the product or service is being used, presupposing the existence of a new context in which the value is in the experience, and not anymore in the product itself, which means it occurs when the consumer and the company are intimately involved in, together, creating a value that is unique for the individual consumer and for the sustainability of the company. So, starting from these premises and based on the elements described by the authors as fundamental to characterize a relation that co-generates value – the dialogue, access, risk and transparency (DART) – this thesis tries to answer the following research question: is there co-creation of value in the different kinds of short food supply chains? For that, four case studies were made in different regions of the Rio Grande do Sul state, covering the classification of short food supply chains described by Renting et al. (2003). Integrative review of the literature, online and personal interviews, as well as direct observation, were the tools chosen for secondary data collection. The results showed that there is no evidence of value creation in all the short supply chains studied, emphasizing that they have important specificities that should be considered when analyzing the relationships among the actors involved.

The discipline of marketing is evolving from a product centric paradigm where all value is invested in the product by the supplier and it is exchanged for a market determined price by means of an arm’s length transaction, to a service centric paradigm where value is co-created by customer and supplier through complex relationships in which the rewards are determined through negotiation. This study recognizes that in practice a supplier will and ought to continue to have some customer relationships that are transactional and others that involve higher levels of value co-creation. A five point continuum of relationships from transactional to strategic alliance is defined. Dyadic data in which customer and supplier are asked to evaluate the same relationship from their respective points of view are analyzed resulting in a portfolio of a supplier’s relationships that include each of the five levels. Three structured equation models are validated: first, the customer’s assessment of the level of relationship as a function of new, behaviorally anchored measures; second, the supplier’s assessment as a function of new, behaviorally anchored measures of investment; third, the differences between customer and supplier assessments as a function of differences in ratings of new, behaviorally anchored measures. Additionally, segmentation of the customer base is identified based on the level of assessment of the current and desired future level of relationship. Servicing processes are defined to enable the supplier to match the right offerings to each level of customer thereby optimizing their investment in their customer portfolio.

The aim of this thesis is to examine how the central museums in Stockholm, Sweden, design and market their offerings by utilizing consumer knowledge. Current museum marketing research suggests that museums should be marketed as any organization; however, public museums are challenged by their mission to provide an offering that is framed by the state, and at the same time to attract visitors. Through semi-structured interviews with representatives from seven of the central museums in Stockholm, and a case study of a marketing campaign for an exhibition, information concerning the museums’ designing and marketing of offerings has been gathered. This information was analysed according to the theoretical framework which, building on co-creation of value theory, is an extended version of the DART-model to include word of mouth. The authors conclude that the museums are limited in their ability to adapt their offerings to consumer preferences due to their state given mission and a desire to be credible. Instead, online communication platforms are used to make the offerings available to more people and to market the offerings through the consumers’ online social networks.