Modalidade de ensino em crescimento no Brasil desde o início dos anos 2000 e com expectativa de contínua expansão, especialmente em função da cada vez maior facilidade de comunicação, seja via Internet, seja via celular ou tablet, a educação a distância (EaD) permite que indivíduos de áreas remotas ou aqueles com pouca disponibilidade de rotina regular para frequentar um curso tradicional, possam obter um diploma superior. Do ponto de vista das instituições de ensino, porém, as altas taxas de evasão são um obstáculo à manutenção e ampliação da oferta desta tipologia de curso. Para que haja a queda destas taxas, é necessário aumentar a lealdade dos estudantes e, para tanto, o valor percebido no curso, que, no caso da educação, faz sentido supor que seja criado entre alunos e universidade; isto porque, além de haver a necessidade de ambos os agentes para a prestação de serviço, o aluno possui papel fundamental para o sucesso do que se oferece (qualificação acadêmica). A literatura acadêmica do setor de serviços indica que, apesar de existir relação entre [cocriação de] valor e lealdade, esta, em geral, se apresenta mediada por qualidade e/ou satisfação. É neste contexto que este trabalho está inserido, apresentando como objetivo identificar os aspectos de cocriação de valor determinantes para a qualidade percebida e lealdade, com foco em educação a distância, por meio de uma pesquisa quantitativa com estudantes desta modalidade de ensino. Esta pesquisa foi antecedida pela exploração do tema com especialistas do setor que contribuíram com seus conhecimentos e experiências. Para a pesquisa quantitativa foi enviado questionário online de autopreenchimento para endereço eletrônico de estudantes de graduação EaD fornecidos por parceria com faculdades privadas e empresa de pesquisa voltada à educação. Ao final, foram obtidas 400 respostas válidas, usadas para entender o comportamento do aluno perante cocriação de valor e suas relações com demais dimensões de interesse (qualidade percebida, satisfação e lealdade). Duas vertentes mostraram-se relevantes na composição da cocriação de valor: coprodução, que engloba o compartilhamento de conhecimento, a interação faculdade-aluno e transparência na transmissão de valores e interesses da faculdade; e valor em uso, refletindo a experiência, o relacionamento e a capacidade de personalização do serviço educacional. Como era suposto, a cocriação mostrou-se influente na explicação dos construtos e tem a imagem da faculdade como uma dimensão importante em sua explicação. Quando observadas as relações entre variáveis latentes segundo o perfil do aluno, encontra-se que aqueles pertencentes à Geração Y são os que mais condicionam sua satisfação e lealdade à participação na criação do valor. / Growing type of education in Brazil since the early 2000s and with expectations of continued expansion, especially given the increasing ease of communication, whether via the Internet, whether via mobile phone or tablet, distance education (DE) allows individuals from remote areas or those with limited availability of regular routine to attend a traditional course, get a higher degree. From the perspective of educational institutions, however, the high dropout rates are an obstacle to the maintenance and expansion of supply of this type of course. In order to make these rates fall, it is necessary to increase the loyalty of students and, therefore, the perceived value, which in the case of education, it makes sense to assume created between students and university; this is because in addition to be a need for both agents to provide service, the student has fundamental role in the success of what is offered (academic qualification). The academic literature in the service sector indicates that although there is a relationship between [co-creation of] value and loyalty, this relation is usually presents mediated by quality and/or satisfaction. In this context, this work is inserted, aiming to identify the aspects of value co-creation that are determinants for perceived quality and loyalty, focusing on distance education, through a quantitative survey of students of this type of education. This research was preceded by an exploration of the theme with specialists of the sector who contributed with their knowledge and experiences. For the survey, an online self-completion questionnaire was sent to the e-mail of undergraduate students provided by a partnership with private colleges and a research company focused on education. In the end, 400 valid answers were obtained, used to understand the student\'s behavior in relation to value creation and their relationships with other dimensions of interest (perceived quality, satisfaction and loyalty). Two aspects have been relevant in the composition of value co-creation: co-production, which includes knowledge sharing, college-student interaction and transparency in the transmission of values and interests of the college; and value-in-use, reflecting the experience, the relationship and the capacity of personalization on the educational service. As was supposed, co-creation has proved to be influential in the explanation of constructs, and the image of college is an important dimension in its explanation. When the relationships between latent variables were observed according to the profile of the student, it was found that those belonging to Y Generation are the ones that present their satisfaction and loyalty conditioned to participation in the creation of value.

Purpose: The aim of this paper is to explain and to create an understanding if personalized advertising online creates value for customers.  Design/methodology/approach: A qualitative study through 14 semi-structured interviews.  Findings: The study found personalized advertising to be seen as value co-creation in some cases, but because privacy concerns exist and affect the perception of advertising, it can in many cases lead to value co-destruction instead. It is thus a consideration between privacy concerns and the perceived value of the personalized advertising that decides if the offering will co-create or co-destroy value.  Research limitations/implications for future research: Our study did not involve respondents’ younger than 21 years old, which could have affected the result as this is a generation seen as technology savvy. Through a quantitative study, future research could try to find extremes in personalities by conducting a survey with a large sample of people in different ages, nationalities, gender, active online, etc. in order to see if there are correlations between for example age and privacy concerns.  Practical implications: One purpose of the study is to provide companies with insights of how different customers perceive personalized advertising online in terms of customer value in order for companies to know how to think when targeting their customers.  Keywords: online advertising, personalized advertising, personalized-privacy paradox, privacy concerns, value creation, value co-creation, value co-destruction.

Tourism destinations all over the world increasingly embrace marketing and branding practices traditionally utilized by businesses. However, the literature on customer-based brand equity modelling and measurement for tourism destinations lacks the conceptual understanding of the complex relationships between tourists and the destination brand. Therefore, the thesis at hand addresses the existing gap in tourism literature and aims at contributing to the development of the customer-based brand equity concept in a tourism destination setting (CBDBE) by taking into account the value-co-creation approach. The components of the proposed model consist of the customers’ evaluation of the destination promise in terms of transforming functional, intangible and social destination resources into tourists’ value-in-use. Furthermore, the positive relationship between visitors’ perception of the destination and value-for-money discloses the input of tourists’ own resources into the process of value-co-creation. Moreover, destination brand awareness affects the evaluation of the destination promise, which, in turn, determines tourists’ behavioural intentions towards the destination. By implementing web-based customer surveys and using a linear structural equation modelling approach, the proposed model is empirically validated for the leading Swedish mountain destination Åre. First, the model is repeatedly tested with data regarding the winter seasons 2009/10 and 2012/13.  Second, the proposed CBDBE model has been operationalized and tested also for the summer season. Findings from face-to-face interviews conducted in Åre during summer 2012 uncovered the relationships between destination resources offered in Åre, tourists’ own resources and destination value-in-use and, thus, served as the empirical fundament for the development of a destination-specific scale to measure value-in-use. Subsequently, the proposed CBDBE model has been successfully tested with web-based survey data collected after the summer season 2012, both for the total sample and separately for the main a priori tourist segments, including hiking, mountain biking and village tourists. Results show the significant contribution of destination value-in-use defined as perceived benefits from a destination stay, which, in turn, strongly affect customers’ destination loyalty. In contrast, the relationship between value-for-money and destination loyalty is less strong and even non-significant for the two customer segments hiking and mountain biking tourists. Importantly, as part of the CBDBE model operationalization, the thesis highlights the need to better understand destination-specific consumption patterns across various tourism segments by destination managers. Therefore, results demonstrate that by monitoring unique destination and tourist-specific experience dimensions, destination management can influence and better manage both the value-in-use for customers and customer loyalty. Thus, the proposed CBDBE model provides destination managers with a tool, which enables evaluation and upgrade of destination marketing strategy and, finally, assist in discovering promising innovation potentials for highly experiential tourism products. / Customer-based innovations in tourism / Engineering th Knowledge Destination through Customer-based Competence Development

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-07-01T15:10:10Z No. of bitstreams: 1 Oseias do Prado Soares.pdf: 1156909 bytes, checksum: 3f99816c62af42b08668882932bbd98d (MD5) / Made available in DSpace on 2016-07-01T15:10:10Z (GMT). No. of bitstreams: 1 Oseias do Prado Soares.pdf: 1156909 bytes, checksum: 3f99816c62af42b08668882932bbd98d (MD5) Previous issue date: 2016-02-26 / With the competition today, companies looking for tools that can leverage your revenues and improve your performance, especially in the automotive sector which has a fierce contest for market share. Technological innovations are a way out for those companies wishing to compete in a position of equality, but to generate technological innovation need to understand tools for its development. The co-creation of value is one such tool. This work has the objective to analyze if the co-creation of value drives the development of technological innovations and influence positively the financial/economic and operational performance in the automotive industries. To complete this study research methodology adopted was a semi-structured questionnaire with confirmatory survey based on data obtained through structural equation modeling software (Smart PLS). Data analysis was conducted on the basis of quantitative and qualitative data, analyze the hypotheses developed after review of the existing literature. The results show that the use of the practices of the co-creation of value drives the development of technological innovations in the automotive industry. It was also possible to conclude that the use of the co-creation of value as a strategy in the development of technological innovations do not influence positively the financial/economic performance, and positively influence the operational performance in the automotive industries. The research contributes, as advanced at the point where the search terms found in the existing literature were conducted in different sectors of the automotive industry, and in developed countries. This research allowed view the co-creation used as strategy in the development of technological innovations in the Brazilian automotive industrial park. / Com a concorrência na atualidade generalizada, as empresas buscam por ferramentas que possam alavancar o seu faturamento e melhorar o seu desempenho, principalmente no setor automotivo que tem uma disputa acirrada por participação de mercado. As inovações tecnológicas são uma saída para essas empresas que desejam competir em posição de igualdade, porém para gerar inovações tecnológicas é preciso compreender ferramentas para o seu desenvolvimento. A cocriação de valor surge como uma dessas ferramentas. Este trabalho tem o objetivo analisar se a cocriação de valor impulsiona o desenvolvimento de inovações tecnológicas e influência positivamente os desempenhos financeiro/econômico e operacional nas indústrias do setor automotivo brasileiro. Para realização deste estudo a metodologia de pesquisa adotada foi uma survey confirmatória com questionário semiestruturado com base em dados obtidos por meio do software de modelagem de equações estruturais (Smart PLS). A análise dos dados foi conduzida com base em dados quantitativos e qualitativos, o que permitiu analisar as hipóteses desenvolvidas após a revisão da literatura existente. Os resultados apontam que a utilização das práticas da cocriação de valor impulsiona o desenvolvimento de inovações tecnológicas no setor automotivo Brasileiro. Também foi possível concluir que a utilização da cocriação de valor como estratégia no desenvolvimento de inovações tecnológicas não influência positivamente o desempenho financeiro/econômico, e influência positivamente o desempenho operacional nas indústrias do setor automotivo brasileiro. A pesquisa contribui, pois avançou no ponto em que as pesquisas encontradas na literatura existente foram realizadas em setores distintos do automotivo, e em países de desenvolvidos. Esta pesquisa permitiu visualizar a cocriação utilizada como estratégia no desenvolvimento de inovações tecnológicas no parque industrial automotivo Brasileiro.

Economy professor Kjell Nordström argued at the Nordic Business forum Sweden, that regions such as Värmland would turn into wastelands in the aftermath of digitalization and urbanization. Digitalization has rapidly changed service provision effecting the provider-user interaction and service options available. To stay competitive, a sustainability report on the region recommends local actors to find common goals to enhance the value-proposition providing advantages not offered by larger elsewhere controlled or e-commerce actors. Previous studies regarding value co-creation conclude that due to macro level influences such as digitalization, a systemic approach is vital. Hence, this thesis uses a service ecosystem, approach addressing the problem and research inquiries regarding relationship market influence in and among various levels and relationship construction for mutual member goals capturing value. The aim of this thesis is to explore how actors can increase their resilience towards macro level influences. The empirical data was gathered through conducting a qualitative exploratory case study using non-probability sampling to map the service ecosystem around a resilient actor. The data collection comprised of field observation, a brief document analysis and seven semi-structured interviews. Five interviews with different actors supported by two interviews with key customers. The data was processed and thematically analyzed through coding and grouping. Findings was then compared to the theoretical framework and discussed in relation to the background and problem. The study concluded that actors were unable of making an impact individually and essentially need goal alignment for institutional change. However, depending on actor size, type, level of digitalization, and market aim, the importance varies. Actors primarily targeting a regional market were considered dependent on goal alignment and institutional change for resilience. By accomplishing collective goals ecosystem members indirectly achieve individual goals increasing competitiveness, enhancing the business climate. Through institutional change members counteract and restructure the ecosystem adjusting to macro level changes affecting the meso and micro interaction creating resilience.

The transport sector is one of the main contributors to greenhouse gas emissions worldwide. A current solution to this problem is the introduction of electric vehicles into our transport fleets. However, this solution comes with its challenges; for instance, the environmental impact of batteries once they reach their end-of-life. The circular economy is an approach to manage ecological electromobility issues while providing economic and societal wellbeing. A starting point for the implementation of a circular economy can be found in the implementation of circular business models. Because the circular economy requires its actors to think in systems, the collaboration between multiple stakeholders is essential. However, most circular business model frameworks are focusing on the focal firm, which is not sufficient to encourage cross-collaboration between organizations. Therefore, this study outlines the development of a new framework that focuses on a multi-stakeholder perspective. I propose the “framework for multi-stakeholder circular business model innovation” to explore win-win-win scenarios for the management of 2LB. I conducted a study in collaboration with Svealandstrafiken, Mälarenergi and Västerås Stad. The organizations were involved in data collection via a series of interviews and the validation of the framework through a workshop. The proposed framework consists of a process of four phases subdivided into eight steps that meant to address key challenges organizations are facing to achieve circularity. Within these four phases, the framework encourages discussions on shared values and visions between all stakeholders at an early stage. As a consequence, better collaborations and relationships are formed, which positively benefits the development of circular business models.

Today, manufacturing firms have started using e-commerce to sell their products and services online. The adoption of e-commerce has made it possible to move the interaction that has traditionally been made between a salesperson and customer through telephone or e-mail, towards making transactions online. However, even though e-commerce can help increase revenue or create competitive advantages, it is important for firms to understand the interaction that occurs when value is co-created in ecommerce. It is evident that there are strong drivers, but also challenges that firms need to be aware of in order to form a successful e-commerce strategy. Since little research exists on the interaction that takes place when value is co-created through e-commerce, the purpose of this study is to describe this interaction along with drivers and challenges that are associated with it. To answer the research questions, a qualitative study was conducted by interviewing managers from B2B manufacturing firms that are using ecommerce. The results show that interaction between provider and customer is improved by e-commerce. Easy access to information and new digital value proposals were found to be central interactions. Traditional dialogue is largely replaced by the ability for self-service, where the customer can themselves access information and manage orders. The main driver for providers to use e-commerce is strategic/competitive advantages with secondary drivers being efficiency/lower internal costs, and increased revenue. There are challenges associated with e-commerce. Primarily system integration and data security. The results from this research suggest that manufacturing firms should consider e-commerce in order to improve interaction with their customers to stay competitive in the future.

Background: In the past, the majority of products were sold in the retail industry through physical stores, making it possible for customers to interact and be personal with the retailers. The development of technology has made retailers move their operations to an online environment.    Problem: The problem of this paper is how companies that operate in an online environment can create relationships with their customers in the context of value creation. There exists limited research on how online retailers can create value creation and co-creation through e-commerce and m-commerce.   Purpose: This research aims to investigate what actions that are influencing value creation and value co-creation between firm and customer in the online sector of e-commerce and m-commerce. The thesis will examine if there exists a difference between e-commerce and m-commerce in terms of value creation and co-creation.    Method: This thesis is based on a qualitative research approach, the empirical findings were collected through an interview with the CEO of Please the Swede (PTS), followed up with six semi-structured interviews with the company's customers.   Results: It is evident that PTS carries out two different value-creating actions that enable the company to co-create value with its customers in e-commerce and m-commerce. Customer service and social media were identified as the two services that co-create value. It was also concluded that it did not exist any differences in terms of how value co-creation was created through PTS e-commerce and m-commerce.

Within sports, supporters are an essential actor for how the experience at the stadiums will turn out during games. They are the primary customers while also being a part of the experience for everyone else consuming the sport. It is the supporters in the stands who creates the atmosphere through commitment and chants which complement the experience of watching the game. The aim of the study was to understand how supporters can create and destroy value for themselves and other actors, but also which factors influence their actions. The study was conducted from a Service Dominant Logic perspective since it is well suited to apply theories within co-creation and co-destruction to explain how different actors can affect each other during the value creating process. The study is conducted with supporters of the Swedish ice hockey club Färjestad BK. Twelve qualitative interviews were conducted with active supporters. The result confirms earlier research where it is stated that supporters are essential for sport clubs since they are crucial for creating the atmosphere. The study explains how supporters act as working consumers when they apply their resources to co-create or co-destroy value. The study indicates that supporters’ negative effect on value creation is a large risk for clubs and they can easily co-destroy value since active supporter groups are very influential and emotionally invested actors. It is also shown that the expectations and desires which supporters have before the games plays a major role in whether they are going to contribute to the value creation process or not. The study suggests that clubs should focus on the relationship with their active supporters since they are a major asset while also being a risk for the club. They can deliver unique value which is not possible for the club to create by themselves. / Inom sport så är supportrar en viktig aktör för hur upplevelsen blir inne på arenorna. Supportrar är både de primära kunderna och en del av upplevelsen för övriga som konsumerar sporten, då det är supportrarna på läktaren som skapar stämningen genom sitt engagemang och sång vilket kompletterar upplevelsen för alla utöver själva sporten. Studiens syfte var att skapa förståelse för hur sportsupportrar agerar som värdeskapare och värdeförstörare samt vilka faktorer som påverkar deras roll i värdeskapandeprocessen. Studien har utförts på supportrar utifrån ett Service Dominant Logic perspektiv då det möjliggör tillämpning av teorier inom samskapande och samförstörande för att kunna förklara hur olika aktörer påverkar varandra. Studien har utförts på basis av supportrar till ishockeyklubben Färjestad BK. Det har genomförts tolv kvalitativa intervjuer med aktiva supportrar. Resultatet från studien bekräftar tidigare forskning om hur viktiga supportrar är för klubbens välbefinnande då de är en väldigt stor del av upplevelsen. Studien visar indikationer på att supportrars negativa påverkan på värdeskapandet är en stor risk för klubbar, samt att supportrars förväntningar och önskemål påverkar hur de kommer arbeta för att skapa eller förstöra värde. Klubbar måste bli bättre på att tillvarata den tillgången som aktiva supportergrupper är, både för att de kan leverera unikt värde men även för att minska risken att de förstör värde för övriga åskådare.

As the clothing industry is influenced by fierce competition and fast changing trends, firms must handle high stakeholder pressure such as for example, increased environmental and social awareness. According to the UN (2019), the clothing industry is the second biggest polluter to the environment, thus demonstrating the urgent need for CSR initiatives to make significant impact in this industry. In fact, many firms have been innovative, but the benefits from these innovations have yet to be seen.  The main purpose of this study is to understand how innovation and CSR can be combined to offer value for stakeholdersin the clothing industry and evaluate this through the relationship of the Porter hypothesis, stakeholder theory and value co-creation. This thesis adopts a mixed-method approach by responses from interviews and from a self-completing questionnaire. This is supported by the analysis of secondary data reports from firms in the clothing industry and governmental institutions. The results of this study conclude that firms experience two forms of stakeholder pressure which forces them to innovate, supporting the argument for the ‘strong’ form of the Porter hypothesis. Furthermore, it finds that value creation is inextricably linked to stakeholder theory.