Il processo di digitalizzazione sta influenzando il modo in cui l'arte viene veicolata, rendendone la sua fruizione più interattiva e dinamica e portando le istituzioni artistiche e culturali a riconoscere un’enorme importanza alle leve strategiche del mondo del marketing. In particolare, il primo paper mira a comprendere, attraverso il caso studio ‘Artvisor’ come le organizzazioni artistiche e culturali abbiano avviato un processo di disintermediazione attraverso dispositivi digitali riconoscendo un ruolo centrale alle nuove tecnologie nell’ambito della gestione artistica. L'obiettivo del secondo lavoro è esaminare le dimensioni di brand trustworthiness, perceived quality e visitor satisfaction considerate componenti chiave nella prospettiva dello studio del comportamento del visitatore in una logica esperienziale della visita museale. Con il terzo paper viene analizzato nello specifico il ruolo delle nuove tecnologie in relazione alla dimensione dell’engagement nell'era dei selfie, dei social media, dei dispositivi digitali e dei social network. / The digitalization process now occurring in many sectors has influenced the way that art is consumed and has contributed to making arts consumption more interactive and dynamic recognizing a huge importance to the role of marketing. The general purpose of the proposed research is to develop an understanding of how people engage with arts in the digital era through digital devices and social networks and how important it is to recognize a role to proper marketing strategies. In particular, the first paper aims to understand how arts organizations are starting to decouple their structures and to initiate a disintermediation processes through digital devices: the example of ‘Artvisor’ allows the author to examine how a gallery might face the digitalization process with the goal to identify sensitive areas within the online arts experience which arts administrators need to be conscious of as we enter a more dynamic era of art consumption. The object of the second paper is to examine the role of brand trustworthiness, perceived quality and visitor satisfaction as antecedents of consumer behavioural intentions in a museum context and developed a research framework to investigate the relationships among all the construct taken into consideration. The object of the third paper is to deal with the role of the new technologies in the arts management context to understand how people engage with art and culture in the era of selfies, social media, digital devices and social networks.

Submitted by Celso Magalhaes (celsomagalhaes@ufrrj.br) on 2018-03-15T12:12:02Z No. of bitstreams: 1 2016 - Celia Regina de Souza Caldas.pdf: 2562125 bytes, checksum: 963804d7cc59b2a3215a6dfd314fe5b0 (MD5) / Made available in DSpace on 2018-03-15T12:12:02Z (GMT). No. of bitstreams: 1 2016 - Celia Regina de Souza Caldas.pdf: 2562125 bytes, checksum: 963804d7cc59b2a3215a6dfd314fe5b0 (MD5) Previous issue date: 2016-12-14 / The avalanche of new services available on platforms that enable voice-over-data technologies such as Internet TV, streaming technology videos and WhatsApp communication have become part of consumers' daily lives, which overwhelm telecommunications and wireless carriers Competitiveness in the market. The scenario refers to a necessary change of behavior in the sector, parallel to an essential revision of the existing regulation. This study analyzes the impacts of the regulated telecommunications market in the process of convergence with the IT industry, where regulation has a dual influence on the industry: ensuring order in telecommunication services and, on the other hand, an offensive risk of disadvantage in the Competitiveness and restraint of innovation in a digital economy. Based on the contributions of the VBM and VBR theories, an exploratory research was developed, carried out through a single case study and bibliographic review, under the lens of the regulatory impacts on competitiveness. Data were collected through semi-structured interview of the strategic body of a telecom operator, being treated in a qualitative way. The analysis pointed to a finding: regulation as a strong influencer in strategic positioning can be harmful to the competitiveness and deflagration of the industry when it can not keep up with the evolution and dynamism of the sector. With this, the operator under study proposes a new business model based on a strategy of aggregation of IT services over telecom, indicating an alternative to innovate within a regulated market. It is understood that an operator model, lighter, agile and digital, is necessary in the consolidation of a "Telco Digital". It is hoped, with the strategy outlined, to successfully face the process of transformation of the industry and to maintain in the market a viable and sustainable model of operator in the digital economy. / A avalanche de novos servi?os disponibilizados em plataformas que viabilizam tecnologias de voz sobre dados, como a TV por internet, v?deos em tecnologia streaming e a comunica??o WhatsApp passaram a fazer parte do cotidiano dos consumidores, o que sobrecarregam as redes das operadoras de telecomunica??es e acirra a competitividade no mercado. O cen?rio remete a uma necess?ria mudan?a de comportamento no setor, paralelo a uma essencial revis?o da regulamenta??o existente. Este estudo analisa os impactos do mercado regulado das telecomunica??es em pleno processo de converg?ncia com a ind?stria de TI, onde a regulamenta??o exerce dupla influ?ncia sobre a ind?stria: garantir a ordem nos servi?os de telecomunica??es e, por outro lado, um risco ofensor de desvantagem na competitividade e freio da inova??o em uma economia digital. Com base nos aportes das teorias de VBM e VBR, desenvolveu-se uma pesquisa de car?ter explorat?rio, realizada atrav?s de estudo de caso ?nico e revis?o bibliogr?fica, sob a lente dos impactos regulat?rios na competitividade. Os dados foram coletados atrav?s de entrevista semiestruturada do corpo estrat?gico de uma operadora de telecom, sendo tratados de forma qualitativa. As an?lises apontaram para uma descoberta: a regulamenta??o como forte influenciadora no posicionamento estrat?gico, pode ser nociva ? competitividade e deflagra??o da ind?stria quando n?o consegue acompanhar a evolu??o e o dinamismo do setor. Com isso, a operadora em estudo prop?e um novo modelo de neg?cio pautado numa estrat?gia de agrega??o de servi?os de TI sobre telecom, indicando uma alternativa de inovar dentro de um mercado regulado. Entende-se que um modelo de operadora, mais leve, ?gil e digital, ? necess?rio na consolida??o de uma ?Telco Digital?. Espera-se, com a estrat?gia delineada, enfrentar com ?xito o processo de transforma??o da ind?stria e manter no mercado um modelo vi?vel e sustent?vel de operadora na economia digital

Background: Customers’ easy access to information and communications technology has increased the pressure for firms to deliver good experiences within tourism. This is due to that customers can now easily compare tourism services between different firms online. The quality of experiences is affected by good service delivery that can be improved by several actors within a service ecosystem. Furthermore, service delivery leads to value co-creation between all the actors that are involved. Purpose: The purpose of this study is to examine how firms can create good experiences via service ecosystems and how they can co-create value with local service providers. Methodology: The study follows a qualitative research approach. Findings are based on an embedded case study consisting of interviews, observation participation and information from secondary sources such as official documents and documents from the case firm. Findings: Travel firm scan create good experiences by having an organisational culture and structure that increases commitment within the organization and service ecosystem. This can be achieved by aligning organisational goals with the goals of the actors within the service ecosystem. Furthermore, experiences can be improved by technology since it allows for smoother communication within the ecosystem. Good experiences can lead to brand value, which can result in positive electronic word of mouth and more customers. More customers increase economic value within the service ecosystem, which can increase the standard of living for local service providers. In addition, service ecosystems can yield intangible value from social and environmental aspects.

「簡單生活節」是個自2006年底開始、每兩年舉辦一次、位於台北市中心華山1914文創園區的大型活動，以城市的生活風格為主軸，「做喜歡的事，讓喜歡的事有價值」為號召，內容涵括音樂、市集、論壇等，多元且具創新。活動為期兩天，三屆下來每屆均有超過三萬人入場，更創下上千萬元的消費，不論規模、經營模式在國內皆可說是首見。 在國內開始注重文化創意產業之際，究竟簡單生活節的經營模式為何？活動能持續舉辦的核心能耐為何？需要哪些利害關係人的資源投入？國內對於大型文創活動的價值經營研究較少，本研究以價值共創的角度，探討簡單生活節（1）由哪些人共創，創造了什麼價值，（2）為各利害關係人帶來什麼價值。另外也由主辦者的角度，去探討（3）如何和各利害關係者進行價值共創，以及（4）要讓活動長期經營、價值極大化需要哪些要素。 本研究發現，（1）參與簡單生活節共創的角色有參與者（演出者與擺攤者）、贊助者（最大宗為統一超商）、場地提供者（華山文創園區）、支援平台（StreetVoice），彼此因認同簡單生活風格而集結，其創造的價值為風格型態的品牌價值以及宣傳平台價值，而活動讓（2）參與者得到金錢效益以及增加曝光度、贊助商得到金錢效益和品牌效益、場地提供者得以累積能耐以及增加曝光度、StreetVoice網路平台增加使用者的黏著度。（3）主辦者透過四大基石與利害關係人共創價值：設立支援平台以累積創意能量、讓利害關係者參與設計互動方式、互動密切頻繁、雙方相互提供價值，（4）組織層面須要能體察社會趨勢的領導者，以及藝術和商業頭腦兼具的A型團隊；營運層面需要明確的商業模式，不只在共創過程中和各利害關係者累積長期良好的合作關係，還要能將關鍵資源運用至關鍵流程中，而發展背後的支援平台更是活動長期經營的關鍵。 / SimpleLife festival, a big cultural two-day event in Taipei Huashan1914 Creative Park every two years since 2006, which attracts more than 30000 people and generates considerable income. It is a collaborative creation on lifestyle aesthetics which combines music, markets, exhibitions and lectures, and the scale and business model are very innovative in Taiwan. Hence, what are the values from this event and how to co-create it are the precious issue. This research explains: (1) What values do SimpleLife festival create and who are the stakeholders? (2) What are the values for stakeholders? (3) How does conductor co-create with stakeholders? (4) For conductor, what are the key factors to maximize value of holding SimpleLife festival? The findings of this research demonstrate：(1) Participants, sponsors(7-ELEVEN), place provider(Huashan1914 Creative Park), and internet platform(StreetVoice) are the stakeholders of SimpleLife Festival, they gathered by identifying the same lifestyle concept. It creates brand value of lifestyle and promoting value. (2) Participants get income and promoting value; sponsors get income and generate branding; place provider gains awareness and core competence, and backup platform increases stickiness from users. (3) The conductor co-creates with stakeholders by utilizing four powers: build platform, enhance engagement of stakeholders, interacting frequently, and provide values. (4) For organizations, leaders with trends investigation and a team with both commerce and art brain are needed. For operation, clear business model is needed, not only define clear key resources and key process, but build the backup platform is the key factor of operating in the long run.

The benefits of customer co-creation of value in the service delivery process have been well established through recent literatures. However, despite the fact that there has been an increase in the awareness of the importance of customer behaviors in the service delivery process, little research has been done to investigate the role of customers and their influence in co-creating the service climate within organizations. This study captures the impact and effects of customer behaviors on the perceptions of employees towards the service climate of their respective restaurant firms.The overall objective of this thesis is to deepen the understanding of the role of customers in co-creating the service climates inside restaurant firms where co-creation of services occurs. For conducting this study, I have used the semi-structured interviews for data collection from six respondents (three customers and three employees) from three different restaurants within the city. Results indicate that customers’ participative and citizenship behaviors such as giving feedbacks, employees’ job appreciation and praise during direct interactions, advocacy through word of mouth, and sharing of knowledge and seeking of information that could benefit the firm influenced employees’ perception of their work climate. The results also showed that employees transfer these positive attitudes to their fellow employees through affective group tone through which the overall working climate within restaurants is improved.I believe that this study will be helpful to future scholars and researchers who wish to conduct further research on this particular topic as the findings from this study have increased the understanding of the role of customers in the co-creation service climates within restaurant organizations. The paper also discusses the theoretical and practical implications of the findings from this research at the end of the paper.

觀看過去一般台灣連鎖商場事業，在「坪坪計較」的選體模式下，匯聚眾家精品名牌為商場舞台燈之所在。而在創意經濟潮流之下，漸漸的，許多添加了在地智慧與職人精神的在地品牌與新銳設計開始有機會露出於通路商場之中。當商場中的進駐品牌，背後都有他有意思的地方時；當商場越來越不像商場的時候，成為一個文化場域時；當商場內的體驗活動，無形中讓顧客主動的參與度變得更高時，這時候顧客就願意停留在這個地方更久，與這個地方產生連結感，並創造難忘的回憶。 總是聽說「文化是好生意」，而商場如何運用在地創意生活事業家的智慧與成果，以通路力量將這些吸飽風土涵養的微型文創送上舞台呢，更進一步成為台灣對向世界的文化櫥窗呢？而商場更要擁有什麼樣的能耐與經營模式讓顧客感受到在地創意生活的魅力，進而達成其營運價值與目標？故此，本研究由此著眼，主要探討三項研究問題。 一、複合式創意生活商場與進駐品牌之互動特點？ 二、複合式創意生活商場中，其營運組織之特色？ 三、複合創意生活商場與顧客的互動關係？ 為了解複合式創意生活產業，如何運用體驗經濟思維創造在地文化場域，因此選擇以台灣在地生活為商場營運提案之兩家企業：誠品生活松菸店與林百貨，作為個案研究對象。 本研究發現，創意生活商場主要以開發在地創意生活潛力品牌為選題邏輯，也因在地品牌與商場有深刻在地情感連結之下，願意相互配合，而商場透過其空間力「撫育」品牌，也強化未來商場匯聚品牌之力道。在經營面向上，創意生活商場需要結合商場組織與成員之經歷與學習，將知識轉移成為商場經營核心能耐，而最後需要以創意生活商場為互動平台，創造商場、進駐品牌與顧客之互動，例如主題式活動或體驗販售，以體驗共創來為三方帶來價值，而商場群聚有共同體認者，進一步能成為在地美學社群。 / The term “Experience Economy” was first delineated in an article published in 1998 by B. Joseph Pine II and James H. Gilmore, named "The Experience Economy". In it they described the experience economy as the next economy following the agrarian economy, the industrial economy, and the most recent service economy. In the trend of experience economy, or so-called “Creative Economy”, people place a high value on local experience and craftsmanship in shopping mall instead of caring the size of the space solely. On these conditions, the concept of traditional shopping mall has been transformed into “Creative Living Mall.” Creative living mall operates businesses that orchestrate memorable events for their customers, and that memory itself becomes the product — the "experience". In order to understand how to better leverage the value of experience and memory in creative living mall, this study attempts to discuss the dynamics between creative living mall operators and the brands, the interactions with customers, and the organizational management. Two cases investigated in this study are eslite and HAYASHI. This thesis shed lights on the importance and the meaning of co-creation of memories and experiences in creative living mall. Literature review and in-depth interviewing of the one-year long research led to the following conclusions. First, creative living mall and local brands are emotionally connected to achieve co-existence and co-flourishing. Therefore, co-existence can then offers to both malls and brands enormous growth potential. Second, the operating teams of malls come from diverse and extensive related expertise background. These local and cultural working experiences combine to create precious knowledge and know-how, and further build core competence. Last but not least, this study concludes that customers, malls and local brands are the essence of the value creation system. This value system can further create an environment that fosters the formation of aesthetic community.

Submitted by Neusa Fagundes (neusa.fagundes@unioeste.br) on 2018-08-24T11:44:01Z No. of bitstreams: 2 fabiana_carvalho2018.pdf: 1450288 bytes, checksum: 4d4d808cc99f79329a8073654da43c75 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2018-08-24T11:44:01Z (GMT). No. of bitstreams: 2 fabiana_carvalho2018.pdf: 1450288 bytes, checksum: 4d4d808cc99f79329a8073654da43c75 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2018-04-12 / The SD-Logic is an approach in which service is the basis of the system of exchanges. At the heart of this approach lies the assumption that value creation is established through interaction among companies, customers and other stakeholders. In this environment, companies are pressured to take a more participatory approach, which has been greatly facilitated by online communities hosted on social media. These platforms have assumed unprecedented importance for the communication among customers and organizations, whether they are commercial or not and are conducive channels to value co-creation. Since the SD-Logic perspective outweighs the traditional commodity exchange paradigm, the study analyzed the value co-creation in an online community of an internationally known nonprofit organization and its relationship towards community’s engagement and to the brand’s loyalty. The research took into account the representativeness of nonprofits organizations to society, and the broadening of the challenges to attract and retain volunteers. To reach the proposed goal, a survey was conducted with 534 community members. The collected data were analyzed using the structural equation modeling (SEM), with estimation of the Partial Least Squares - Path modelling (PLS-PM), through the tools offered by SmartPLS 3 software. The results supported the conceptual model of value co-creation in online communities of NPOs, indicating that community members base their value assessments on three elements: Experience, Interpersonal Interaction, and Social Relationships. These elements significantly explained the commitment towards the community and to the brand’s loyalty, validating the importance of this marketing strategy also in the NPO context. Theoretical and practical implications of these outcomes are discussed, as well as the limitations and indications for future researches. / A Lógica Dominante do Serviço (LDS) é uma abordagem na qual o serviço é a base do sistema de trocas. No cerne dessa abordagem, reside assunção de que a criação de valor é estabelecida por meio da interação entre empresas, clientes e demais stakeholders. Nesse ambiente, as empresas são pressionadas a realizar uma abordagem mais participativa, que tem sido amplamente facilitada pelas comunidades online hospedadas nas mídias sociais. Essas plataformas têm assumindo uma importância sem precedentes para a comunicação entre clientes e organizações, sejam elas comerciais ou não, e constituem canais propícios à cocriação de valor. Uma vez que a perspectiva da LDS supera o paradigma tradicional que se baseava na troca de mercadorias, o estudo analisou a cocriação de valor na comunidade online de uma organização sem fins lucrativos (OSFL) internacionalmente conhecida, e a relação da cocriação com o comprometimento com a comunidade e com a lealdade à marca. A pesquisa levou em consideração a representatividade das organizações sem fins lucrativos para a sociedade, e a ampliação dos desafios para atrair e manter voluntários. Para atingir o objetivo proposto, foi realizado um survey com 534 membros da comunidade. Os dados coletados foram analisados empregando-se a modelagem de equações estruturais (Structural Equation Models - SEM), com estimação dos “Mínimos Quadrados Parciais” (PLS-PM), por meio das ferramentas oferecidas pelo software SmartPLS 3. Os resultados apoiaram o modelo conceitual de cocriação de valor em comunidades online de OSFL’s, indicando que os membros da comunidade baseiam suas avaliações de valor em três elementos: Experiência, Interação Interpessoal e Relações Sociais. Esses elementos explicaram, significativamente, o comprometimento com a comunidade e a lealdade à marca, validando a importância dessa estratégia de marketing também no contexto OSFL’s. As implicações teóricas e práticas desses resultados são discutidas, bem como as limitações e indicações para futuras pesquisas.

In a time of pervasive digitalization, technology is constantly reshaping contemporary society. Because digital product architecture allows for unprecedented flexibility in terms of design, production, distribution and use, significant shifts are seen in how firms organize to create value. As disruptive technologies enable novel ways of operating in the media industry, new actors are entering the stage, capitalizing on the affordances associated with digitalization of content. Established in 2013, multi-channel network United Screens build a business around online video creators posting original material to social media platforms such as YouTube, helping them with anything from audience growth to rights management. Connecting content creators with brands looking to market themselves through online video, United Screens provide an illustrative example of how relative positions of new and established actors are changing as an effect of digitalization. Because little research has previously been directed at multi-channel networks, this study set out to explore how United Screens organize themselves and their partnerships to create value in the digital media landscape. By interviewing employees and partners of the company, themes covering roles, offerings, affiliation and control were identified and subsequently discussed in relation to previous knowledge of business logic and digital product architecture. The study provides an empirical illustration of how digitalization enables new ways of creating value, and how this affects organizational arrangements. Concluding that more research is required in the field, the study serves as a starting point for theory generation concerning emergent actors and their organizing logic following pervasive digitalization.

Nel contesto della nuova rivoluzione industriale, alti livelli di turbolenza, dinamismo, volatilità, globalizzazione, competizione e un diverso ruolo del consumatore riconfigurano il panorama delle supply chain e delle innovazioni. Nonostante il valore co-creato e le ultime innovazioni in ottica customer driven siano ormai elementi imprescindibili, poche ricerche si sono focalizzate sulle caratteristiche di una supply chain guidata dal consumatore e sull’impatto o implementazione della stampa 3D. Pertanto, questa tesi mira ad esplorare gli aspetti principali della customer driven supply chain e della direct digital manufacturing technology. Il Paper I presenta una revisione sistematica della letteratura e fornisce un quadro concettuale utile per organizzare i contributi più recenti sull'argomento, implementando la teoria e suggerendo linee guida per i manager. Il Paper II e Paper III propongono ricerche qualitative mediante singoli casi studio che rispettivamente analizzano come la stampa 3D è in grado di facilitare la supply chain customer centricity attraverso la co-creazione di valore nel settore aerospaziale e come un technology provider può implementare un’innovazione customer centric nel settore della gioielleria italiana. Gli studi suggeriscono modelli concettuali e proposizioni che incrementano la letteratura esistente e guidano i manager. Questa tesi contribuisce all'esplorazione dei recenti progressi in merito all’'orientamento della supply chain e della direct digital manufacturing technology fornendo analisi critiche approfondite relative a diverse metodologie. / In the new industrial revolution, high levels of turbulence, dynamism, volatility, globalization, competition and modified customer’s role reconfigure supply chains and innovations landscape. Even if value co-creation and last technologies towards customer driven orientation are unavoidable elements, few contributions have focused on customer driven supply chain characteristics and on 3D printing impact on supply chain or elements of its implementation. For this reason, the thesis aims to explore the main features of customer driven supply chains and direct digital manufacturing technology. Paper I presents a systematic literature review that shows a conceptual framework able to organize the most recent contributions on the topic, implementing the knowledge on the theme and suggesting guidelines to managers. Paper II and Paper III provide qualitative constructive single case study research respectively focused on how 3D printing can enable supply chain customer centricity by value co-creation in the aerospace sector and how 3D printing can be implemented by a technology provider in the Italian jewellery sector. The studies suggest conceptual framework and propositions for improving existing knowledge and addressing managers. This thesis contributes to the exploration of recent advancements in supply chain orientation and direct digital manufacturing technology by providing deep critical analysis related to diverse methodologies.

No description available.