Background - For the retail industry, the increasing adoption of e-commerce solutions have brought opportunities, but also challenges. As physical stores have to varied extent lost their importance, they can no longer solely compete on price or quality but can instead benefit from adopting an experiential marketing strategy. Experiential marketing acknowledges the consumer as rational and emotional, and focuses on how to engage the customer through value adding experiences. Swedish retailers face these challenges right now as an increasing share of all Swedish retail sales are made online. The body cosmetics industry makes up the second largest segment of Swedish e-commerce sales, but also holds some of the most prominent brands in offering store experiences, making it a competitive and interesting industry to explore from an experiential marketing perspective. Purpose - The purpose of this thesis is to explore how experiential marketing strategies impact customers’ perception of value within the body cosmetics retail industry in Sweden. The research fills a gap since no previous qualitative study has been made connecting experiential marketing with customer perception of value within this industry. Method - An exploratory study with and inductive research approach has been conducted to answer the research question. A multi-method qualitative research design, where the methodological triangulation builds on company and customer interviews, as well as observations to explore the topic and fill the research gap. The findings were analysed with an thematic analysis, in which the authors identified four themes. Findings and Conclusion - The findings result in four themes essential when using experiential marketing strategies to impact the customer’s perception of value; staff interaction, value co-creation, a unified strategy and a higher purpose. It is concluded that experiential marketing is a way in which companies positively can impact customer perception of value.

Submitted by Thiago Vicenzi (trvicenzi@hotmail.com) on 2018-05-04T01:03:47Z No. of bitstreams: 1 Dissertação MPA - Thiago Vicenzi - final.pdf: 1003712 bytes, checksum: d6fa4344f3c3bbc7e1a66ac65c18a30c (MD5) / Rejected by Mayara Costa de Sousa (mayara.sousa@fgv.br), reason: Thiago, boa noite Peço que ajuste os itens abaixo: 1. O título do trabalho deve ser em letras maiúsculas 2. Está sem paginação, é necessário incluir a paginação a partir da introdução, mas contando o elementos pré-textuais. Qualquer dúvida, fico à disposição Mayara on 2018-05-04T23:06:37Z (GMT) / Submitted by Thiago Vicenzi (trvicenzi@hotmail.com) on 2018-05-05T00:15:16Z No. of bitstreams: 1 Dissertação MPA - Thiago Vicenzi - final.pdf: 1003865 bytes, checksum: b3514389c04eefb82fbafb6dece70e36 (MD5) / Approved for entry into archive by Mayara Costa de Sousa (mayara.sousa@fgv.br) on 2018-05-05T00:22:09Z (GMT) No. of bitstreams: 1 Dissertação MPA - Thiago Vicenzi - final.pdf: 1003865 bytes, checksum: b3514389c04eefb82fbafb6dece70e36 (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-05-07T13:46:59Z (GMT) No. of bitstreams: 1 Dissertação MPA - Thiago Vicenzi - final.pdf: 1003865 bytes, checksum: b3514389c04eefb82fbafb6dece70e36 (MD5) / Made available in DSpace on 2018-05-07T13:46:59Z (GMT). No. of bitstreams: 1 Dissertação MPA - Thiago Vicenzi - final.pdf: 1003865 bytes, checksum: b3514389c04eefb82fbafb6dece70e36 (MD5) Previous issue date: 2018-04-06 / Este trabalho trata da servitização e criação de valor em relacionamentos de fornecimento de dispositivos e equipamentos médicos no Brasil. Essa questão é relevante uma vez que a competição no mercado é elevada e a diferenciação pela adição de serviços pode ser uma opção para se manter competitivo. Nesse contexto, o objetivo desse trabalho foi investigar como a servitização em seus diferentes níveis pode impactar a percepção de valor do cliente. Utilizou-se as teorias de criação e cocriação de valor, a lógica dominante de serviço, servitização e seus diferentes níveis, bem como o cuidado baseado em valor de forma a entender a relação entre fornecedor e hospital e como a percepção de valor deste é relevante para a escolha de produtos e serviços. A pesquisa de campo foi de natureza qualitativa. Foi conduzido um estudo de caso na instituição Beneficência Portuguesa de São Paulo. Análise de documentos, observações e entrevistas não estruturadas com gestores da instituição foram utilizadas para a coleta de dados. Os principais resultados obtidos foram: serviços agregados são determinantes como potencial competitivo para as empresas; o balanço adequado entre flexibilidade na customização de sistemas produto-serviço e a padronização para otimizar custos é algo essencial para a competitividade; e quanto maior o nível de servitização e o consequente grau de complexidade na tomada de decisão, maior o grau de confiança necessário entre os atores. Esse estudo apresentou como principais contribuições gerenciais, a revelação de como a servitização e seus níveis podem contribuir para aumentar a percepção de valor de hospitais em relação a seus fornecedores; como os diferentes níveis de sistema produto-serviço podem ser traduzidos para o mercado de saúde; e a caracterização de um nível complexo de servitização que é aderente à ideia de cuidado baseado em valor. / This work is about servitization and value creation in medical devices and equipment supply relationships in Brazil. This issue is relevant since the competitive and complex health care market environment make suppliers search differentiation new ways offering proposals with higher added value. Therefore, this work objective is to investigate how servitization and its different levels can impact the value perception. Value creation and co-creation, servicedominant logic, servitization and its different levels, and value based health care theories were considered to understand the relationship between supplier and hospital and how its value perception is relevant for products and services selection. The field research was qualitative. A case study was conducted in Beneficência Portuguesa de São Paulo institution. Documents analysis, observations and unstructured interviews with institution managers were used to data collection. The main results were: added services are determinants in companies’ competitive potential; the adequate balance between flexibility in product-service systems customization and standardization to optimize costs is essential to competitiveness; and the higher the servitization level and its consequent complexity level, the bigger trust level is necessary between the stakeholders. This study main contributions are the disclosure of how servitization and its levels can contribute to increase hospital’s value perception related to suppliers, how different product-service systems levels can be translated the health care market, and the description of the most complex level of servitization and its adherence to the value-based health care.

In recent years, AI has received increased attention in the field of marketing and is believed to grow even more in the future. It seems that the use of AI in marketing has a significant impact on consumer value creation. The purpose of this thesis is to explore how consumers experience the role of AI-marketing within the scope of the online customer journey, including how both positive and negative aspects of AI-based decision aids influence their value co-creation. Based on previous research, a conceptual model was created to determine whether consumers co-create or co-destroy value in the interactions with AI-based decision aids, as well as which types of values that are the outcomes. Three focus groups were used as a qualitative method to collect empirical data. Findings resulted in two main insights. Firstly, consumers experience the role of AI-based decision aids positively and can co-create values regarding economic and efficiency benefits, facilitation of information search, and more inspiring, personal and relevant experiences. Secondly, AI-based decision aids are also perceived negatively and contribute to co-destruction of value as well. Consumers experienced negative aspects regarding manipulation, limitations and loss of integrity and autonomy, as well as risks of overspending, being misled and distracted, and having irrelevant experiences. This thesis contributes with new insights into the consumer perspective of AI-marketing. Marketers can use these results to understand consumers’ value creation and avoid the negative aspects to achieve the best possible AI-marketing strategies.

No description available.

Introduction: The introduction presents concepts around hands-free interactions. Furthermore, topics of digitalization, value co-creation, and how technology suppliers and end-users co-create value through the application of eye-tracking is described. Problem discussion: Healthcare is a complex system and is becoming more accustomed to the value co-creation concept with all types of stakeholders. New technologies are needed in healthcare to ensure positive patient outcomes and sterility. These technologies appear in hands-free devices such as eye-tracking technology. Limited research is found on interactions between healthcare practitioners and/or researchers with technology providers with key actors as suppliers and practitioners. Looking further at value co-creation, to achieve hands-free healthcare, it is necessary to fully utilize nascent digital technologies while incorporating them into digitalized processes. Hence, additional study is needed to investigate how key actors co-create value and promote the full use of advanced technologies. Purpose and Research Question: The purpose of this study is to understand how value is co-created by the application of hands-free devices in healthcare settings. To do that, we explore the activities performed by technology suppliers and technology end-users (healthcare practitioners and researchers) that enable value co-creation through the application of eye-tracking devices in hands-free healthcare. This study seeks to answer the research question: How do technology suppliers and end-users co-create value through the application of eye-tracking in hands-free healthcare? Theoretical Framework: Theoretical Framework was established based on scientific literature. Furthermore, it is split between concepts of value-in-use, value co-production, and two stages of digitalization, where the first stage is digitalization of products and services, the second stage is digitalization of activities and decisions. Methodology: In this thesis, qualitative descriptive research with a deductive approach is followed. Empirical data was collected through three exploratory and ten semi-structured interviews, where six semi-structured interviews were conducted with suppliers (primary data) who are employed in an eye-tracking supplying company, and four end-users (supportive data), which are healthcare practitioners and/or researchers. Findings & Analysis: Here, findings gathered from primary (technology suppliers), supportive (end-users), and secondary sources (documents) were analyzed and compared to the literature and theoretical framework. Conclusion: Concluding, 20 activities were found for the value co-production part of the research and 23 activities for the value-in-use part. Some of the found activities could not be supported by scientific literature or framework and are explained as additional findings.

Background and purpose - Digitisation is connecting various business actors to create interconnected ecosystems through digital platforms. Meanwhile entrepreneurial ecosystems are offering various benefits for start-ups e.g. through support organisations that offer services for them. Currently, these start-up support organisations face the challenge of leveraging digital services to create value for their member start-ups. The purpose of this study is to investigate how the digital services offered in start-up support organisations create value for start-ups. Approach - From a theoretical perspective, the sociology of value and service dominant logic concepts such as value co-creation and service ecosystems are considered. Qualitative methods were used to conduct a pre-study and an in-depth case study with a start-up hub in Stockholm's entrepreneurial ecosystem. Data was collected using 18 semi-structured interviews with start-ups and other actors in the ecosystem and participant observations of 17 events. Findings - Needs and challenges for start-ups were identified and mapped against the digital services used by the start-ups. These services facilitate interaction between various actors in the start-up hub. Seven interconnected value types for the start-ups were identified emerging from the use of digital and non-digital services in the start-up hub. Moreover, many of the digital services are not provided by the start-up hub alone but in collaboration with other actors, connecting the start-up hub to other actors in the start-up ecosystem. Research limitations and implications - The findings contribute to the understanding of how start-up support organisations leverage digital services to support their member start-ups. The connection of digital service usage to the creation of various value types provides a theoretical concept to research about service ecosystem. As the study has been conducted with a limited number of respondents and events in Stockholm, further research in other ecosystems and using different methods is suggested to ensure generalisability of the findings of this study. Practical implications - A number of practical suggestions for start-up support organisations can be derived from the findings, including that start-up support organisations can benefit from establishing and moderating a digital community, involving several actors from the ecosystem and continuously adapting digital services to the changing environment and needs of start-ups. Originality - To the best knowledge of the authors, this is the first study to investigate digital services in entrepreneurial ecosystems from the perspective of value in service ecosystems. / Bakgrund och syfte - Digitalisering förbinder olika affärsaktörer för att skapa sammankopplade ekosystem genom digitala plattformar. Samtidigt erbjuder start-up ekosystem olika fördelar för start-ups, till exempel genom stödorganisationer som erbjuder tjänster för start-ups. För tillfället möter dessa start-up stödorganisationer utmaningen att utnyttja digitala tjänster för att skapa värde för sina medlems start-ups. Syftet med denna studie är att undersöka hur de digitala tjänster som erbjuds av stödorganisationerna skapar värde för start-ups. Tillvägagångssätt - Från ett teoretiskt perspektiv beaktas sociologin av värde och service dominerande logik begrepp som värde medskapande och serviceekosystem. Kvalitativa metoder användes för att genomföra en förstudie och en fördjupad fallstudie med ett start-up hub i Stockholms entreprenörsekosystem. Data samlades in med 18 halvstrukturerade intervjuer med start-ups och andra aktörer i ekosystemet och deltagarobservationer av 17 evenemang. Fynd - Behov och utmaningar för start-ups identifierades och mappades mot de digitala tjänster som start-ups använde. Dessa tjänster underlättar interaktion mellan olika aktörer i start-up hubben. Sju sammankopplade värdetyper för start-ups identifierades som en följd av användningen av digitala och icke-digitala tjänster i start-up hubben. Dessutom är många av de digitala tjänsterna inte tillhandahållen av start-uperna ensam men i samarbete med andra aktörer, som kopplar ihop start-up hubben till andra aktörer i start-up ekosystemet. Forskningsbegränsningar och konsekvenser - Fynden bidrar till att förstå hur start-up stödorganisationer utnyttjar digitala tjänster för att stöda sina medlemmar. Anslutningen av digital serviceanvändning till skapandet av olika värdetyper ger ett teoretiskt koncept för att undersöka serviceekosystemet. Eftersom studien har genomförts med ett begränsat antal respondenter och evenemang i Stockholm, föreslås ytterligare forskning i andra ekosystem och användande av olika metoder för att säkerställa generaliserbarhet av resultaten i denna studie. Praktiska konsekvenser - Ett antal praktiska förslag till start-up stödorganisationer kan härledas från resultaten, bland annat att de start-up stödorganisationerna kan dra nytta av att etablera och moderera ett digitalt samhälle, involvera flera aktörer från ekosystemet och kontinuerligt anpassa digitala tjänster till förändringen av miljön och behovet av start-ups. Originalitet – Till bästa kunskapen av författarna, är detta den första studien för att undersöka digitala tjänster i entreprenörsekosystem från perspektivet av värdet i service ekosystemen.

Self-service technologies are rapidly increasing in the retailing industries as retailers aim to streamline transactions and enhance efficiency for both consumers and themselves. Despite various studies on SSTs, exploring their usability, impact, and influence on consumers' value co-creation was still lacking. Through this study, the influence of SSTs on consumers' value co-creation has been investigated by a qualitative approach, consisting of interviews and observational studies. The gathered data has helped this study to gain insights into the subjective dimensions of consumers' experiences, behaviors, and interactions with SSTs in a supermarket in East London.  Thematic analysis of the data reveals four key dimensions of value co-creation through SSTs: Value-Driven Efficiency, Autonomous Value Co-Creation, Value-Enriched Shopping Experience, and Value-Driven Refinement. Applying Service-Dominant (S-D) logic, the study finds that SSTs significantly enhance shopping experiences by providing convenience, efficiency, and autonomy, especially for small purchases. Consumers engage actively with SSTs, making informed decisions and navigating independently, with assistance available as needed. Common challenges include scanning items without barcodes, purchasing age-restricted items, and SSTs malfunctioning. Despite these issues, the overall impact of SSTs remains positive.

Bakgrund/problem: Då svensk matproduktion länge varit dominerad av massproduktion och förädlade livsmedel, pekar nu trenden mot att allt fler intresserar sig för lokalproducerad mat. Detta innebär en möjlighet för lokalproducenter att sälja och marknadsföra sina varor i en större omfattning jämfört med tidigare. För att detta skall realiseras visar forskning att det krävs samarbete aktörerna emellan för att maximera värdet. Dock är forskningen begränsad i att förklara hur dessa samarbeten bör utformas. Syfte: Syftet med studien är att undersöka om en brandingmöjlighet skulle kunna ge upphov till ett horisontellt värdeskapande och vilka dimensioner som i så fall skulle vara kritiska i en affärsmodell för att möjliggöra denna typ av värdeskapande. Metod: Vätterns nutida förutsättningar för framtida matsamarbeten har formats som en fallstudie där kvalitativt arbetssätt använts för att samla empiriskt material. Resultatet bygger på en kombination av långa och korta intervjuer där respondenter från tre olika infallsvinklar hörts. Dessa tre infallsvinklar; samordning, aktör och marknadsföring har valts för att kunna få en holistisk syn på den angivna problematiken. Resultat/Bidrag: Resultatet av studien påvisar att en identifierad brandingmöjlighet via identitetsbyggande faktorer kan bygga ett starkt varumärke, vilket kan ligga till grund för ett horisontellt värdeskapande. För att det horisontella värdeskapandet i slutändan ska möjliggöras kräver affärsmodellen fyra kritiska dimensioner (balans av aktörer, finansiell och mobiliserande kraft, tillfredsställande ledning samt nätverkande). / Background/problem: For a long time the food industry has been dominated by mass production and refined food, though times are changing and more people are getting interested in locally produced food. This enables great possibilities for local food producers, which give them great opportunities to sell and market their goods, but it requires them to cooperate with each other. The present research is rather limited on how to create these types of cooperation in the food industry. Purpose: The purpose of this research paper is to examine if a branding opportunity can enable horizontal value co-creation and which dimensions that will be critical in a business model in order to enable that type of value co-creation. Method: A case study has been formed based upon the present conditions of Vättern to enable a food based cooperation, where qualitative methods have been used to collect data. The result is based upon a combination of in-depth and shorter interviews where the respondents represent three approaches; coordinator, stakeholder and marketing. These approaches were chosen in order to enable a holistic perspective on the problem area. Results/contribution: The study shows that a branding opportunity can result in a strong brand, which can build a foundation for horizontal value co-creation. In order to enable horizontal value cocreation, the business model requires four critical dimensions, (operators in balance, financial- and mobilizing muscle, a satisfying management and lastly, networking), which are identified in this study.

Under de senaste decennierna har hantering av leverantörsrelationer blivit en viktig konkurrensfaktor för företag världen över. Denna uppsats kommer delvis att presentera teorin bakom hantering av leverantörsrelationer och integrera den med värdesamskapande vilket är ytterligare en viktig aspekt för företag som önskar att implementera ett vinn-vinn-tänk med sina samarbetspartners. Studien har genomförts på inköpsavdelningen på Valmet i Karlstad med syfte att identifiera vad som är värdeskapande i ett leverantörsförhållande. Den empiriska datan har analyserats för att sedan omvandlas till aktiviteter som kan appliceras i ett tidigt skede av en produkt/projektcykel. Detta leder in på Design to Cost vilket utgör den tredje och sista grunden för litteraturstudien av detta arbete.   Denna studie inleddes med en litteraturstudie, med fokus på de tre huvudämnena; hantering av leverantörsrelationer, värdesamskapande och Design to Cost. Denna studie sammanställdes sedan i ett teoretiskt ramverk som följdes upp med en kvalitativ datainsamling. Semistrukturerade intervjuer användes under två olika delar av studien, först intervjuades anställda på Valmet i Karlstad och därefter företagets leverantörer. Under analysen jämfördes insamlad data med det teoretiska ramverket.   Resultaten visar att värdesamskapande i studiens kontext främst bygger på kommunikation och tillit. Det är också viktigt att veta i vilken fas involveringen av leverantörer bör uppnås. Eftersom det här är en studie som fokuserar på Design to Cost, rekommenderas det att involvera leverantörerna i ett tidigt skede. Som ett resultat ökar antalet möjligheter och samarbetet är mindre begränsat av tekniska designbeslut etc.   De identifierade aktiviteterna från analysen har prioriterats i en matris och en rekommendation har skapats delvis till Valmet, men också till liknande branscher. Eftersom resultatet bygger på empirisk data analyserad ur ett teoretiskt perspektiv, kan det därför motiveras att lösningarna är generella i en viss utsträckning och därmed tillämpbara i andra kontext. Aktiviteterna har delats in i 4 teman; kommunikation, samarbete, informationsdelning och kategorisering. Förslagen på aktiviteter berör bland annat utbildning, uppföljning och återkoppling, intern benchmarking, utvecklingsplaner, tvärfunktionella team, kvalitetssäkring, prognostisering, kostnadsnedbrytning samt kategorisering av leverantörer/kund och produkter. / In recent decades supply relationship management have become a competitive factor for companies worldwide. This master thesis will partly address the theory of supply relationship management and integrate it with value co-creation, which is an additional important aspect for companies wanting to implement a win-win thinking with their collaborative partners. The study have been conducted at the purchasing department at Valmet in Karlstad with the purpose of identifying value creation in a supplier relationship. The empirical data have been analyzed to represent activities that can be applied in an early stage of a product/project cycle. This leads to Design to Cost, which constitutes the third and last foundation for the literature study of this work.   This study started with a literature review, focusing on the three main subjects; supply relationship management, value co-creation and Design to Cost. This review was then concluded by a theoretical framework and followed up with a qualitative data collection. Semi-structured interviews were used in two different parts of the study, first with employees at Valmet in Karlstad and then with their suppliers. During the analysis the data was compared to the established theoretical framework.   The results show that value co-creating in the study's context is based foremost on communication and trust. It is also important to know at what phase the involvement should be accomplished. As this is a study focusing on Design to Cost it is recommended to involve the suppliers at an early stage. As a result more opportunities are given and the cooperation is less restrained by any technical design decisions etc.   The identified activities from the analysis have been prioritized and a recommendation have been created partly to Valmet, but also to similar industries. As the result is based on empirical data analyzed from a theoretical perspective, it can therefore be justified that the solutions are general to a certain extent and thus applicable in other contexts. The activities have been divided into 4 themes; communication, collaboration, information sharing and categorization. For instance, the proposals for activities concern education, follow-ups and feedback, internal benchmarking, development plans, cross-functional teams, quality assurance, forecasts, cost breakdown as well as categorization of supplier/customer and products.

Den ökade närvaron på digitala plattformar har gett konsumenter möjligheten till ökat inflytande och påverkan längs hela värdekedjan. Genom att konsumera, bidra och skapa innehåll på digitala plattformar är User Generated Content (UGC) ett verktyg för användare att vara delaktiga i värdeskapandeprocessen. Genom teorier som den tjänstedominanta logiken med samskapande av värde som central del, upplevt värde, konsumtion, bidragande och skapande har tre hypoteser utformats. Utformningen gjordes för att mäta och undersöka hur upplevt värde vid konsumtion av UGC i form av funktionellt, socialt och emotionellt värde, påverkar användares tendenser att ytterligare konsumera, bidra och skapa UGC. Hypoteserna undersöktes genom korrelations- och regressionsanalyser med data från en enkätundersökning bestående av 95 respondenter. Resultatet av studien tyder på positiva samband mellan upplevt värde av UGC och ytterligare konsumtion, bidragande och skapande av UGC med undantag från upplevt funktionellt värde i relation till bidragande och skapande. / The increased presence on digital platforms has given consumers the opportunity for more significant influence and impact along the entire value chain. By consuming, contributing, and creating content on digital platforms, User Generated Content (UGC) is a tool for users to be involved in the value-creation process. Through theories such as the service-dominant logic with co-creation of value as a central element, perceived value, consumption, contribution, and creation, three hypotheses have been formulated. The design was made to measure and investigate how perceived value when consuming UGC in terms of functional, social, and emotional value, influences users' tendencies to further consume, contribute and create UGC. The hypotheses were investigated through correlation and regression analyses using data from a survey of 95 respondents. The results of the study suggest positive correlations between the perceived value of UGC and further consumption, contribution, and creation of UGC with the exception of perceived functional value in relation to contribution and creation.