Syftet med den här uppsatsen är att undersöka hur annonsörer som produktplacerar i svenska heminredningsprogram uppfattar utfallet av marknadsföringsinsatsen i förhållande till priset. För att besvara syftet är uppsatsen skriven utifrån annonsörernas perspektiv. För att möjliggöra en analys har även medieföretag beskrivet hur produktplacering och dess pris bildas i praktiken. Den empiriska undersökningen baseras på intervjuer med sex stycken annonsörer och tre stycken medieföretag. Undersökningen analyseras med hjälp av en självkonstruerad analysmodell som sammanfattar uppsatsens teoridel där värdeskapandeperspektiv tillsammans med prisbildning är centrala för att beskriva annonsörernas uppfattade utfall av marknadsföringsinsatsen. Enligt uppsatsens analys är osäkerheten kring utfallet av produktplacering definitiv. Annonsörers olika preferenser påverkar huruvida de uppfattar en produktplacering som lyckad eller inte. Uppsatsens diskussion menar på att medieföretagen värdesätter produktplaceringar utifrån det förväntade värdet av programmet snarare än utifrån varje specifik produkt. Om medieföretagen värdesätter produktplaceringar efter varje annonsörs specifika produkt skulle det kunna ge en mer rättvis prisbildning. Nyttan av produktplaceringen ställs i förhållande till insatsen av resurser vilket gör det väsentligt att finna en balans mellan pris och kundens upplevda värde. Vid obalans mellan pris och annonsörens upplevda värde kan utfallet av produktplaceringen resultera som högt eller lågt i förhållande till marknadsföringsinsatsen.

The purpose of this dissertation is to demonstrate how individual consumers negotiate in the collective community in order to co-create value. By making use of the concepts of ‘resources’ from the Service Dominant Logic of Marketing and ‘cultural lens’ from Consumer Culture Theory, this dissertation considers both individual and collective interaction in order to demonstrate the roles of individual consumers in the value creation process and how the value creation process works. A comprehensive and up to date review of literature provides a guide to the theory and a path for research. This dissertation employed netnography to understand social and cultural aspects of consumption from an online football fan community. The data collection also included participant and non-participant observations, and local fans interviewings. Hermeneutical framework of interpretation was used to analyse data. The findings show that consumers can co-create value among themselves through the roles of ‘provider’ and ‘beneficiary’. It shows the dynamic movement of individual consumers within the continuous learning process of value creation. This dissertation demonstrates that brand community plays a role as a platform of value creation. Consumers can co-create value among themselves through the process of engaging, educating and enriching. The finding demonstrates active roles of consumers in value creation process. This dissertation also discusses how inequalities between resources of consumers in brand community can cause conflicts among them and how these conflicts stimulate consumers to co-create the collective resources. Within this process, consumers have collectively balanced the power through the social interaction in order to eliminate the domination and conflicts. This dissertation extends the previous researches in value creation within brand community by demonstrating how individual consumers engage and negotiated in value creation process. It contributes to respond working consumers and double exploitation through ‘sacrifice’.

Marketing scholars question the ability of the 4Ps to explain higher order phenomena in modern marketing. Scholars contend that marketing's historical framework, based in product centric economic theory, constrains the 4Ps ability to form a foundation for a general theory of marketing. The focus on value embedded in product fails to explain knowledge-based intangible sources of competitive advantage. In response to this concern a new dominant logic for marketing called service-dominant logic (S-D Logic) has been proposed. However, not all scholars are supportive of S-D Logic. Still nescient, S-D Logic lacks a theoretic model, operationalized constructs, and relationships between those constructs. This study addresses those deficiencies by: (1) generation of a grounded theory of a performance-oriented network; (2) empirical assessment of the S-D Logic literature; and (3) development of an inductively generated theory of S-D Logic to include constructs, relationships, outcomes, and hypothesis. This investigation provides an important set of research findings. The resultant service-oriented network theory suggests a theoretic structure for S-D Logic. Use of grounded theory provides a strong empirical foundation based in a leading edge multi-national market segment composed corporations and programs worth hundreds of billions of dollars. The analysis drew upon 44 field interviews and follow-up exchanges. Multiple member checking sessions generated practitioner confirmation of the research conclusions. The work provides actionable theoretical and practical implications. This investigation provides a link between S-D Logic as a foundation for a general theory of marketing and initial model of suggestive of such theory. For the practitioner the service-oriented network model provides actionable constructs. The antecedents identified are largely influencable by inter-firm leadership and provides them a mechanism to tailor the specific service-oriented strategy to support the desired network value propositions.

The aim of this research is to explore the interconnected relationships between cocreation, NPD and social media. Examining co-creation as a competence enhancing approach to NPD projects, and social media as an enabler of co-creation. The research provides a practical framework guiding the design of social media enabled co-creation experiences, to deliver a high-level impact on NPD competences. The exploratory study conducts an empirical investigation into the consumer goods market (non-durables and semi-durables). It maintains a focus on the metatheoretical principles of co-creation, providing a mid-range perspective of how to implement these principles in practice. The methodology involves a single case study with the perspectives of brands and consumers included as embedded units. Data are collected through qualitative interviews and document analysis, and analysed using a combination of content analysis and morphological analysis principles. The key findings guide the design of effective co-creation experiences. This is achieved through an in-depth knowledge of the fundamental driving and inhibiting factors both brands and consumers face; the specific characteristics of social media that enable co-creation; and several contextual contributions. Additionally, the findings contribute a deep understanding of the high-level relationship between cocreation and NPD competences, and categorise the role of social media in enabling co-creation. The results enrich the existing literature and provide practical contributions to guide the implementation of a co-creation approach in NPD. Despite the proliferation of the term co-creation since its emergence over a decade ago, a large portion of prior research deviates from the meta-theoretical principles of co-creation. Moreover, there remains a lack of frameworks guiding the implementation of co-creation in a real-life NPD scenario. This study makes an original contribution by exploring the meta-theoretical principles of co-creation in context, contributing a deep understanding of the interconnected relationships between co-creation, NPD and social media, and providing a practical framework to guide the implementation of social media enabled co-creation experiences.

Abstract Background: Value co-creation emerged at the beginning of the 21st century as a new way of understanding of value and its creation which occurs around individualized experiences of co-creation, leading to the creation of value that is exclusive to every person. In the essence of the concept of value co-creation lays the service-dominant logic of marketing. The investigation of value co-creation within brand communities has been emphasized in recent years. The practices of brand community members play a significant role in the value co-creation. Since Airbnb has never been looked as a brand community in the value co-creation literature, it remained unclear how value can be co-created through the practices of Airbnb community members. Purpose: How value is co-created between brand community members of Airbnb (between hosts and guests and guests themselves) through their practices in their experiences within the corporeal world? Method: In order to meet the purpose of this study, authors applied a qualitative method. Further, a netnographic strategy has been employed which led us to collect online-posted reviews of Airbnb guests from Airbnb website. Authors used purposive sampling by selecting the only guests who had the previous experience of stay in Airbnb accommodations in cases of on-site hospitality. 155 reviews of different guests from 31 accommodation profiles were collected in three waves of data collection. Moreover, a grounded theory coding was employed in order to analyze the data. Conclusion: We identified 14 sub-categories of value-creating practices that emerged under four major categories, namely: practice of sharing, practice of communicating, practice of saving, and practice of authenticating. Further, in the process of elaboration of main elements of practices (i.e. objects, doings, and meanings), we found general connections of these elements within the practices of hosts and guests (i.e. Airbnb community members) that helped us to understand how value is co-created in their experiences within the corporeal world.

Marketing is on the path of evolving to a Service-Dominant (S-D) Logic perspective. S-D Logic researchers have acknowledged that customers do not only receive value, they contribute to create value and subjectively assess it in use - a notion that challenge the logic of traditional marketing. In interaction, suppliers have the opportunity to reveal processes of customer value creation, and accordingly, align these with its own internal processes. From this perspective, the supplier is turned into a co-creator of value. This study investigates the potentials of value co-creation, through interaction, within the context of card game encounters, an activity originally developed for traditional marketing purposes. Atlas Copco Rock Drills AB has implemented the method of the card game, and is now in search for academic support to identify the actual potentials of interaction within these encounters. By drawing on a literature review compromising (1) a conceptual model presenting the functions of direct interaction as a merging of processes (Grönroos & Voima 2013), and (2) a processed-based framework for co-creation of value (Payne et al. 2008), a qualitative study was conducted to investigate Atlas Copco employees’ perception of how supplier representatives and customers engage in learning process by co-creating value. The study provides guidance of how the supplier, through direct interaction, engages in the learning process through keeping a customer-oriented dialogue. Supplier representatives’ product-specific knowledge is operative to the comprehension of customer processes. It is also decisive for the organizational learning outcome from card game encounters. Statistical customer research with all due respect, however, interaction is the key to forming value propositions supporting real value creation. The study suggest an identification of mechanism supporting supplier and customer learning processes and show how supplier actions may influence the levels of customer learning within the context of discrete interactions. It suggests that customers’ (1) cognitive ability are to be supported in information search, (2) emotions are to be supported by recognition and appreciation and (3) behavioral elements of value creation are to be supported through the sharing of knowledge and skills.

Studien tog avstamp i det senaste decenniets utveckling inom marknadsteori med avseende på samvärdeskapande, tjänstelogik och konsumenters resursintegrering. Efter att ha läst forskningsartiklar och inlägg i media om ett skifte i synen på konsumenters allt viktigare roll ville vi närmare studera hur den tar sig uttryck inom marknadskommunikation. Studiens syfte blev att bidra till den relativt outvecklade forskningen på området och studera hur en förändrad konsumentroll tar sig uttryck i praktiken. Undersökningen genomfördes med empiriska fallstudier på sju kommunikationskampanjer där konsumenterna i olika grad deltagit och interagerat med företaget. Genom ostrukturerade kvalitativa intervjuer med nyckelpersoner bakom kommunikationskampanjerna, samt insamling av sekundärdata från konsumenter i sociala media sökte vi besvara hur konsumenter kan bidra till värdeskapande inom deltagande marknadskommunikation? Studien visade att konsumenter kan bidra genom att använda och integrera sina fysiska, sociala och kulturella operanta resurser som familjerelationer, nätverk, energi och särskilda färdigheter. De integrerar dels egna typer av operanta resurser i kampanjdeltagandet, men de integrerar också resurser med andra konsumenter och företag. Hur, och i vilken omfattning detta skedde berodde på hur företaget genom att integrera sina resurser konstruerat en interaktiv plattform genom kommunikationskampanjen. I konsumenters frivilliga deltagande, interaktion och relation med företaget kan värde skönjas som det diskuterats i litteratur om tjänstelogik och konsumenters resursintegrering. Brister i dubbelriktad kommunikation, tillgänglighet och möjlighet att påverka gör dock att kommunikationen sällan kan tolkas som samvärdeskapande.

付記する学位プログラム名: デザイン学大学院連携プログラム / 京都大学 / 0048 / 新制・課程博士 / 博士(総合学術) / 甲第21920号 / 情総博第2号 / 新制||情総||1(附属図書館) / 京都大学大学院情報学研究科社会情報学専攻 / (主査)教授 吉川 正俊, 教授 大手 信人, 教授 松井 啓之, 教授 椙山 泰生 / 学位規則第4条第1項該当 / Doctor of Philosophy / Kyoto University / DGAM

Resource integration, as it relates to value creation, has recently been a key aspect of the discussions about service-dominant (S-D) logic. However, the majority of research pays relatively little explicit attention to the process of theorizing and the epistomological and ontological assumptions upon which the theorizing process is based. This article addresses these issues. The processes that relate to theorizing and developing strong theory are discussed. We then examine how to conceptualize ‘resources’ and ‘resource integration’ following differing ontological and epistemological assumptions that guide the theorizing process. Research recommendations to help navigate through the finer details underlying the theorizing process and to advance a general theory of resource integration are developed.

Outsourcing has become a popular mode of developing information system (IS) in practice during the last two decades. Although efforts have been done about evaluating vendors¡¦ capabilities and product¡¦s quality so as to assure high success rate, empirical studies keep reporting that outsourcing is not as successful as expected. Therefore, research based on different perspectives is needed to provide other plausible answers. Draws on this issue, an emerging concept is adopted, called Service-Dominant Logic (S-D logic), which highlights the importance for clients to possess required capabilities in order to maximize the value co-created. Therefore, the goal of this paper is to comprehend and examine critical capabilities that an outsourcing client should possess, and hybrid research model, consisting both traditional and S-D logic was built to reflect our intention. Survey method was then used to test our hypotheses empirically. Data collected from 400 practitioners showed that client¡¦s capabilities have stronger impact on the outcomes variables than conventional variables, such as product quality and vendor¡¦s capabilities. This study contributes to literature by incorporating a new concept, S-D logic, into IS research and emphasizing the critical role of clients¡¦ capabilities.