Value co-creation is a popular marketing research topic in recent years, and there were already some studies regarding raising consumers’ involvement in co-creation. However, virtual communities such as online games have seldom been addressed in this topic. This thesis aimed to shed light on mobile gamers’ co-creation from the perspective of the characteristics of the virtual community. Hence, this study applied the theory of value co-creation and the characteristics of virtual communities to propose a research model. After analyzing 167 valid online questionnaire respondents from game players, the results indicated that Incentive Mechanism, Members’ Communication, Norm of Reciprocity had significantly positive effects on players’ involvement in co-creation. In addition, the finding’s practical implication suggested that the game companies need to provide unique services so that consumers could voluntarily and actively participate in value co-creation activities.

Bonus and commission schemes are common practice among firms as an incentive for the salesforce. Despite the growing body of literature on value co-creation and the practical relevance, it remains unknown how these management tools relate to each other. There is a gap in research on conflict theory but it is argued that they derive from a paradox. The purpose of this study is to investigate the role of bonus and commission schemes and the potential tensions and conflicts that are caused by different paradoxes. It shows an exploration of how these paradoxes connect to value co-creation in car dealerships from a salesforce perspective. A theoretical framework is established to review the available literature. We have conducted six in-depth interviews to pursue rich qualitative data to fully grasp the dynamics of the dealership. We have found results that indicate a number of paradoxes that exist in the dealerships. We discuss that the variety of paradoxes bring tensions and conflicts forward, but also that some of the paradoxes are harmless. We also find that our respondents implicitly support value co-creation and that long-term relationships are essential. In our discussion a model is presented to present an overview.

This paper deals with a unique form of collaboration in Sweden between a public institution and civil society in the form of Södertörn's firefighting union and civil volunteers. This is a unique collaboration form in Sweden and is active in Hovsjö, a neighborhood in Södertälje. Collaboration as a term is generally seen as a positively charged concept that is widely used, but what does it mean in this context? To make a scientific deep dive in the collaborative form, a distinction is made between the theoretical terms of co-creation and co-production. These terms functions as two separate ideal forms of collaboration with different characteristics which make out the analytical lens of the paper to understand and classify the collaboration form. Co-creation refers to a collaboration form in which the end user has a role in the collaborative form which involves active involvement in the stages of production, that is the design of the concept itself. Co-creation as a concept and its use is reserved for collaborative forms where the end user is involved as co-initiator or designer. Co-production on the other hand refers to a collaboration form in which the end user has a clearer role as service provider and another actor sets the agenda. Interviews were conducted with representatives from Södertörn's firefighting union and a civil volunteer. The overall assessment of the collaborative form is that it can be categorized as coproduction, due to the relation between the actors involved in the collaboration form. Södertörn's firefighting union, who is the initiator, is leading and controlling the collaboration form. There is no common value creation in the design of the collaborative form, instead the value occurs in the execution phase, in terms of the rescue service who owns the agenda. The collaboration form is there for classified as co-production. Despite the dominant position of co-production, the analysis of the form of collaboration and its actors has not revealed any tensions between the two. All actors' views on the form of collaboration as well as the other actor are of a positive nature.

O valor da Tecnologia da Informação (TI) continua sendo um dos temas de interesse na área de Sistemas de Informação (SI) e TI, apesar dos longos anos já dedicados a pesquisas na área. Uma oportunidade de estudo neste tema tem recebido destaque na literatura de SI/TI e práticos, que é o valor da TI no contexto de relacionamentos interorganizacionais, mais especificamente quando ocorre a co-criação de valor. Co-criação de valor tem suas origens no marketing e estratégia e discute o potencial da participação do consumidor final para agregar valor em produtos e serviços, com destaque para a criação de espaços e momentos de interação entre a empresa e seus clientes. Ampliando este conceito para o contexto de relacionamento entre empresas, ou seja, considerando a co-criação de valor interorganizacional, esta tese tem o objetivo de identificar o valor da TI nos processos e projetos de co-criação de valor em relacionamentos interorganizacionais. Para tal, apresenta as abordagens teóricas que dão suporte aos três principais temas que procura relacionar: valor da TI, co-criação de valor e relacionamentos interorganizacionais, quais sejam: abordagem econômica, abordagem da organização industrial (especificamente a teoria dos custos de transação e a teoria da agência), as perspectivas sociológicas e sócio-políticas e a abordagem da estratégia. Com base nos estudos já realizados sobre o valor da TI, co-criação de valor e relacionamentos interorganizacionais, elaborou-se uma estrutura conceitual preliminar para entender a dinâmica do valor da TI neste contexto. O método de pesquisa adotado foi o estudo de casos múltiplos, tendo como técnicas de coleta de dados a entrevista semiestruturada, pesquisa documental, observação e questionário. Foram realizadas três rodadas de avaliação da estrutura conceitual e do roteiro de coleta de dados, uma vez que o estudo dos temas em conjunto é novo e necessitava-se conhecer a sistemática de funcionamento, bem como os elementos presentes na estrutura conceitual. Foram estudados quatro casos, sendo que cada caso é um relacionamento interorganizacional: Marelli, Lojas Exclusivas e TOTVS; BRDE e Stefanini; Dell e Centro de Inovação Microsoft-PUCRS; e GKN e Usimold. No total foram entrevistadas 24 pessoas, analisados documentos disponibilizados pelas empresas e realizada observação dos casos. Os resultados indicaram um envolvimento intenso entre as empresas participantes de cada caso estudado, uma vez que os projetos e processos de co-criação em que estavam envolvidas são de grande interesse de ambos os lados. Os aspectos de co-criação de valor estudados (diálogo, acesso, compartilhamento de risco e transparência) estão presentes nos casos e permanecem na estrutura conceitual. Por fim, o valor da TI se manifestou nos outputs sugeridos no roteiro de coleta de dados, com destaque para o controle, a produtividade, qualidade dos produtos e/ou serviços, satisfação dos usuários/consumidores, custo e melhores decisões, o que indica o caráter operacional e intangível do valor da TI em relacionamentos interorganizacionais de co-criação de valor. Os outputs vantagem competitiva, lucro, valor de mercado e participação de mercado tiveram uma contribuição menor nos casos analisados. Novos outputs de valor da TI surgiram, com destaque para documentação, formalização das respostas, rastreabilidade e histórico, rapidez, informacional, comunicação, gestão e transparência. Os resultados validaram a estrutura conceitual do valor da TI na co-criação de valor em relacionamentos interorganizacionais com algumas inserções de elementos de outputs de valor da TI, atingindo-se então o objetivo geral da tese. / The value of information technology (IT) remains a topic of interest in the field of Information Systems (IS) and IT studies, despite the many years that have been dedicated to research in the area. An issue of particular interest in the IS/IT literature and practices is that of the IT value in the context of interorganizational relationships, specifically when there is value co-creation. The latter originates in the fields of marketing and strategy and is concerned with the potential participation of the end user to add value to products and services, with emphasis on the creation of spaces and moments of interaction between the company and its customers. By extending this concept to the context of relationships between companies and considering interorganizational value co-creation, this thesis aims to identify the IT value in the value co-creation in interorganizational relationships. To achieve this, it presents the theoretical approaches that support the three main themes that it attempts to relate: IT value, value co-creation and interorganizational relationships, which are: the economic approach, the industrial organization approach (specifically transaction costs theory and agency theory), the socio-political and sociological perspectives and the strategic approach. Based on previous studies on IT value, value co-creation and interorganizational relationships, a preliminary conceptual framework for understanding the dynamics of IT value in this context was drawn up. The research method used was a multiple case study in which data were collected from interviews, documents, observation and a questionnaire. Since the topics under investigation had not previously been studied together, the conceptual framework and data collection script were subjected to three rounds of assessment in order to determine how they would function and which elements they should include. Four cases were studied, each one being an interorganizational relationship: Marelli, Lojas Exclusivas and TOTVS; BRDE and Stefanini, Dell and Microsoft Innovation Center–PUCRS and Usimold and GKN. In total 24 people were interviewed, documents provided by the companies were examined and the cases were observed. The results indicated intense involvement on the part of the participating companies in each case studied, since the projects and co-creation processes involved are of great interest to both parties. The studied aspects of value co-creation (dialogue, access, risk sharing and transparency) are present in the cases and are contained in the conceptual framework. Finally, the IT value was manifested in the output suggested in data collection script, with emphasis on control, productivity, product and/or service quality, user/consumer satisfaction, cost, and better decisions, which indicates the operational and intangible character of IT value in interorganizational relationships involving values cocreation. The outputs, such as competitive advantage, profit, market value and market share had a minor contribution in the analyzed cases. New IT value outputs emerged, especially documentation, formalization of responses, traceability and history, informational and communication speed, management and transparency. The results validate the conceptual framework of IT value in co-creating value in interorganizational relationships with the insertion of some elements from the IT value outputs, thus the overall objective of the thesis was achieved.

Submitted by Ana Carolina Aguiar (aguiar.anacarol@gmail.com) on 2016-05-02T17:42:16Z No. of bitstreams: 1 AnaCarolinaPiresAguiar_Dissertação_Versão Final.pdf: 1857637 bytes, checksum: 102121e948b04326a371f5bec8a1247d (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2016-05-02T17:45:36Z (GMT) No. of bitstreams: 1 AnaCarolinaPiresAguiar_Dissertação_Versão Final.pdf: 1857637 bytes, checksum: 102121e948b04326a371f5bec8a1247d (MD5) / Made available in DSpace on 2016-05-02T17:49:31Z (GMT). No. of bitstreams: 1 AnaCarolinaPiresAguiar_Dissertação_Versão Final.pdf: 1857637 bytes, checksum: 102121e948b04326a371f5bec8a1247d (MD5) Previous issue date: 2016-04-07 / The purpose of this project is to understand, under a social constructionist approach, what are the meanings that external facilitators and organizational members (sponsors) working with dialogic methods place on themselves and their work. Dialogic methods, with the objective of engaging groups in flows of conversations to envisage and co-create their own future, are growing fast within organizations as a means to achieve collective change. Sharing constructionist ideas about the possibility of multiple realities and language as constitutive of such realities, dialogue has turned into a promising way for transformation, especially in a macro context of constant change and increasing complexity, where traditional structures, relationships and forms of work are questioned. Research on the topic has mostly focused on specific methods or applications, with few attempts to study it in a broader sense. Also, despite the fact that dialogic methods work on the assumption that realities are socially constructed, few studies approach the topic from a social constructionist perspective, as a research methodology per se. Thus, while most existing research aims at explaining whether or how particular methods meet particular results, my intention is to explore the meanings sustaining these new forms of organizational practice. Data was collected through semi-structured interviews with 25 people working with dialogic methods: 11 facilitators and 14 sponsors, from 8 different organizations in Brazil. Firstly, the research findings indicate several contextual elements that seem to sustain the choices for dialogic methods. Within this context, there does not seem to be a clear or specific demand for dialogic methods, but a set of different motivations, objectives and focuses, bringing about several contrasts in the way participants name, describe and explain their experiences with such methods, including tensions on power relations, knowledge creation, identity and communication. Secondly, some central ideas or images were identified within such contrasts, pointing at both directions: dialogic methods as opportunities for the creation of new organizational realities (with images of a ‘door’ or a ‘flow’, for instance, which suggest that dialogic methods may open up the access to other perspectives and the creation of new realities); and dialogic methods as new instrumental mechanisms that seem to reproduce the traditional and non-dialogical forms of work and relationship. The individualistic tradition and its tendency for rational schematism - pointed out by social constructionist scholars as strong traditions in our Western Culture - could be observed in some participants’ accounts with the image of dialogic methods as a ‘gym’, for instance, in which dialogical – and idealized –‘abilities’ could be taught and trained, turning dialogue into a tool, rather than a means for transformation. As a conclusion, I discuss what the implications of such taken-for-granted assumptions may be, and offer some insights into dialogue (and dialogic methods) as ‘the art of being together’. / O objetivo deste projeto é compreender, sob a perspectiva do Construcionismo Social, quais são os sentidos que facilitadores externos e membros de organizações que trabalham com métodos dialógicos atribuem a si mesmos e ao seu trabalho. Com o objetivo de envolver grupos em fluxos de conversas para investigação, visualização e cocriação de seu próprio futuro, os chamados métodos dialógicos constituem práticas crescentes para geração de mudanças e desenvolvimento organizacional. Alinhado com conceitos construcionistas sobre a possibilidade de múltiplas realidades e sobre a linguagem como constitutiva de tais realidades, o diálogo tem emergido como um caminho promissor para a transformação, especialmente em um macro contexto de constantes mudanças e crescente complexidade, desafiando formas tradicionais de trabalho, estrutura e relacionamentos. Pesquisas na área concentram-se em análises de métodos ou aplicações específicas, havendo poucos estudos mais abrangentes sobre o tema. Além disso, apesar dos métodos dialógicos trabalharem a partir da premissa de que realidades são socialmente construídas, poucos estudos abordam o tema sob uma perspectiva metodológica sócio-construcionista. Assim, enquanto a maioria da literatura existente concentra-se em explicar como e porque certos métodos atingem certos resultados, minha intenção é explorar os possíveis sentidos que sustentam estas novas práticas organizacionais. Os dados foram coletados por meio de entrevistas semi-estruturadas com 25 profissionais que trabalham ou utilizam métodos dialógicos: 11 facilitadores e 14 membros de organizações. Os resultados da pesquisa indicam vários elementos contextuais que parecem sustentar as escolhas por métodos dialógicos, não parecendo haver, entretanto, uma demanda clara ou específica para tais práticas, mas um conjunto de diferentes motivações, objetivos e focos. Isso faz com que diversos contrastes apareçam na maneira como os participantes nomeiam, descrevem e explicam suas experiências, incluindo tensões relacionadas a poder, geração de conhecimento, identidade e comunicação. Dentro de tais contrastes, quatro ideias centrais foram identificadas, apontando para dois sentidos: (i) métodos dialógicos como oportunidades para a criação de novas realidades organizacionais (a partir de imagens como a de uma ‘porta’ ou um ‘fluxo’, por exemplo, sugerindo que estas práticas possibilitam o acesso a novas perspectivas e a criação de novas realidades); e (ii) métodos dialógicos como mecanismos que parecem reproduzir as mesmas formas tradicionais e não dialógicas de trabalho e relacionamento. Diante deste contraste, as tradições modernas do individualismo e suas tendências para racionalização e esquematização - apontadas por autores construcionistas como fortes tradições da nossa cultura ocidental - puderam ser observadas em muitas falas a partir de imagens como a de uma 'academia’ ou um ‘espaço’ intencionalmente criado, onde habilidades idealizadas dos indivíduos e das organizações (ainda compreendidos sob uma perspectiva dual sujeito-objeto) poderiam ser ensinadas ou treinadas, transformando o diálogo em uma ferramenta, ao invés de um meio para a transformação. Como conclusão, apresento algumas das implicações que tais tradições podem gerar e ofereço alguns insights sobre o diálogo (a partir dos métodos dialógicos) como 'a arte de estarmos juntos”.

Cette thèse est une investigation multi-perspective du phénomène des innovations crées par les utilisateurs finaux. Elle est focalisée sur les procès des innovations et de co-création des technologies venu du niveau des utilisateurs finaux, c’est-à-dire sur les procès qui sont appelé dans des publications anglophones ‘grassroots technologies’. Nous considérons comment ces développements se plongent dans le contexte des complications d’environnent et de ses interactions avec des acteurs déjà en jeu, i.e. institutes et des infrastructures déjà existants. Notre recherche est fondée sur le développement d’une infrastructure d’Internet, évoluant pendant 16 ans, dont est élaboré par des particuliers comme alternative à l’inaction du gouvernement et des fournisseurs d’Internet. Le phénomène a réuni millions des utilisateurs, création des innovations et des biens publics par des particuliers, ainsi que coopération fécond avec des organismes privés. La thèse comprend trois articles de recherche, chacun prenant une perspective différente du phénomène. Du point de vu de la méthodologie, ce travail est appuie sur l’approche avec les études qualitatives des cas et les raisonnements abductifs et inductifs. La thèse fournit contributions théoriques et pratiques pour compréhensions des conditions préalables, procès et conséquences des innovations par des utilisateurs finaux, la coévolution du sens et de la structure de la technologie, lien entre le niveau des innovations par des utilisateurs finaux et l’industrie, ainsi que le changement en routines et technologies quand ces dernières sont plongés dans l’ambiance de la dynamique institutionnelle et des complexités. / This dissertation is a multi-perspective inquiry into the phenomenon of grassroots end-user innovation. It focuses on the processes of end-user innovation and technology co-creation and investigates how these developments are embedded in the context of environmental complexities and the interplay of existing actors, institutions and infrastructures. The research setting is based on the 16-year Internet infrastructure development by residential citizens as an alternative to the government and private providers’ inaction. The phenomenon included millions of users, innovations and public value creation from the grassroots, and successful cooperation with private organizations. The dissertation mainly comprises three research papers each taking a separate perspective on the phenomenon. Methodologically, the dissertation builds on the qualitative case-study approach and abductive and inductive reasonings. The dissertation provides theoretical and practical contributions to the understanding prerequisites, process and consequences of end-user innovation, co-evolution of the technology meaning and structure, grassroots links with industry, as well as organizational change in routines and technologies as embedded in larger institutional dynamics and complexities.

abstract: This interpretive research examines the phenomenon of people who engage in designing for themselves in a world in which this is no longer necessary. For in this Schumpeterian society – one can simply purchase from a plethora of products and services that are designed by professionals, generated by producers, and made available for purchase via a myriad of channels. So why do people bother designing for ourselves? Drawing on in-depth interviews, this research provides insights into individuals who choose to participate in the design process. The findings that follow are from a representative study of individuals who recently were involved in designing their home kitchen. Results show that by engaging in design endeavors these informants received not only instrumental value (speed, efficiency) and economic value (money saved), but also socio-psychological value (signaling identity, desire for uniqueness) and transcendental value (joy, wonder, satisfaction). Framing these findings according to three foundational design actions – using, ideating, and making, the researcher developed a segmentation typology of the multi-faceted roles that people play in the act of designing. This study contributes to the existing literature by: (1) broadening the dyadic perspectives of provider and consumer roles in the realization of a design outcome; (2) revealing that when one engages in designing a desired outcome they create a deeper, more authentic, and abiding signaler of self than when we purchase what we seek; (3) extending design theory beyond the prevailing view that embeds the value of a design in outcome – the tool; and humans as homer faber, tool makers. Managerial and design practice implications offer specific suggestions for building and nurturing people in their design endeavors. / Dissertation/Thesis / Doctoral Dissertation Design 2015

With the trend of increasing international academic exchange, the number of international students in Sweden continues to expand over years. The stress faced by international students has attracted more and more attention from university organizations and the society. This project takes the current mental health-care service for international students at Linnaeus University as the research object. Based on the participatory design and service design theory, challenges faced by the international student health-care service system and improvement opportunities were investigated through a stakeholder map, semi-structured interviews, observations, questionnaires and co-creation workshops among other methods. By introducing participatory design into the development process, an improved mental health-care service system with integrated online and offline information is presented as an example for universities’ organizations for improving the mental health-care service for international students.

O valor da Tecnologia da Informação (TI) continua sendo um dos temas de interesse na área de Sistemas de Informação (SI) e TI, apesar dos longos anos já dedicados a pesquisas na área. Uma oportunidade de estudo neste tema tem recebido destaque na literatura de SI/TI e práticos, que é o valor da TI no contexto de relacionamentos interorganizacionais, mais especificamente quando ocorre a co-criação de valor. Co-criação de valor tem suas origens no marketing e estratégia e discute o potencial da participação do consumidor final para agregar valor em produtos e serviços, com destaque para a criação de espaços e momentos de interação entre a empresa e seus clientes. Ampliando este conceito para o contexto de relacionamento entre empresas, ou seja, considerando a co-criação de valor interorganizacional, esta tese tem o objetivo de identificar o valor da TI nos processos e projetos de co-criação de valor em relacionamentos interorganizacionais. Para tal, apresenta as abordagens teóricas que dão suporte aos três principais temas que procura relacionar: valor da TI, co-criação de valor e relacionamentos interorganizacionais, quais sejam: abordagem econômica, abordagem da organização industrial (especificamente a teoria dos custos de transação e a teoria da agência), as perspectivas sociológicas e sócio-políticas e a abordagem da estratégia. Com base nos estudos já realizados sobre o valor da TI, co-criação de valor e relacionamentos interorganizacionais, elaborou-se uma estrutura conceitual preliminar para entender a dinâmica do valor da TI neste contexto. O método de pesquisa adotado foi o estudo de casos múltiplos, tendo como técnicas de coleta de dados a entrevista semiestruturada, pesquisa documental, observação e questionário. Foram realizadas três rodadas de avaliação da estrutura conceitual e do roteiro de coleta de dados, uma vez que o estudo dos temas em conjunto é novo e necessitava-se conhecer a sistemática de funcionamento, bem como os elementos presentes na estrutura conceitual. Foram estudados quatro casos, sendo que cada caso é um relacionamento interorganizacional: Marelli, Lojas Exclusivas e TOTVS; BRDE e Stefanini; Dell e Centro de Inovação Microsoft-PUCRS; e GKN e Usimold. No total foram entrevistadas 24 pessoas, analisados documentos disponibilizados pelas empresas e realizada observação dos casos. Os resultados indicaram um envolvimento intenso entre as empresas participantes de cada caso estudado, uma vez que os projetos e processos de co-criação em que estavam envolvidas são de grande interesse de ambos os lados. Os aspectos de co-criação de valor estudados (diálogo, acesso, compartilhamento de risco e transparência) estão presentes nos casos e permanecem na estrutura conceitual. Por fim, o valor da TI se manifestou nos outputs sugeridos no roteiro de coleta de dados, com destaque para o controle, a produtividade, qualidade dos produtos e/ou serviços, satisfação dos usuários/consumidores, custo e melhores decisões, o que indica o caráter operacional e intangível do valor da TI em relacionamentos interorganizacionais de co-criação de valor. Os outputs vantagem competitiva, lucro, valor de mercado e participação de mercado tiveram uma contribuição menor nos casos analisados. Novos outputs de valor da TI surgiram, com destaque para documentação, formalização das respostas, rastreabilidade e histórico, rapidez, informacional, comunicação, gestão e transparência. Os resultados validaram a estrutura conceitual do valor da TI na co-criação de valor em relacionamentos interorganizacionais com algumas inserções de elementos de outputs de valor da TI, atingindo-se então o objetivo geral da tese. / The value of information technology (IT) remains a topic of interest in the field of Information Systems (IS) and IT studies, despite the many years that have been dedicated to research in the area. An issue of particular interest in the IS/IT literature and practices is that of the IT value in the context of interorganizational relationships, specifically when there is value co-creation. The latter originates in the fields of marketing and strategy and is concerned with the potential participation of the end user to add value to products and services, with emphasis on the creation of spaces and moments of interaction between the company and its customers. By extending this concept to the context of relationships between companies and considering interorganizational value co-creation, this thesis aims to identify the IT value in the value co-creation in interorganizational relationships. To achieve this, it presents the theoretical approaches that support the three main themes that it attempts to relate: IT value, value co-creation and interorganizational relationships, which are: the economic approach, the industrial organization approach (specifically transaction costs theory and agency theory), the socio-political and sociological perspectives and the strategic approach. Based on previous studies on IT value, value co-creation and interorganizational relationships, a preliminary conceptual framework for understanding the dynamics of IT value in this context was drawn up. The research method used was a multiple case study in which data were collected from interviews, documents, observation and a questionnaire. Since the topics under investigation had not previously been studied together, the conceptual framework and data collection script were subjected to three rounds of assessment in order to determine how they would function and which elements they should include. Four cases were studied, each one being an interorganizational relationship: Marelli, Lojas Exclusivas and TOTVS; BRDE and Stefanini, Dell and Microsoft Innovation Center–PUCRS and Usimold and GKN. In total 24 people were interviewed, documents provided by the companies were examined and the cases were observed. The results indicated intense involvement on the part of the participating companies in each case studied, since the projects and co-creation processes involved are of great interest to both parties. The studied aspects of value co-creation (dialogue, access, risk sharing and transparency) are present in the cases and are contained in the conceptual framework. Finally, the IT value was manifested in the output suggested in data collection script, with emphasis on control, productivity, product and/or service quality, user/consumer satisfaction, cost, and better decisions, which indicates the operational and intangible character of IT value in interorganizational relationships involving values cocreation. The outputs, such as competitive advantage, profit, market value and market share had a minor contribution in the analyzed cases. New IT value outputs emerged, especially documentation, formalization of responses, traceability and history, informational and communication speed, management and transparency. The results validate the conceptual framework of IT value in co-creating value in interorganizational relationships with the insertion of some elements from the IT value outputs, thus the overall objective of the thesis was achieved.

A Cocriação de Valor é uma terminologia que surgiu no início do século XXI e tem despertado o interesse de acadêmicos e profissionais de marketing. No processo de cocriação, surgem novas competências e práticas de negócios, fazendo da cocriação fonte de vantagem competitiva e de rentabilidade para empresa, tornando-a, segundo alguns estudiosos, um novo modelo de negócio. Na prática de cocriação, as empresas convidam os stakeholders para explorarem as oportunidades e resolverem problemas coletivamente. Para muitas empresas, o aprendizado a partir dessas interações com os clientes/stakeholders, com o envolvimento do usuário no processo, promove agregação de valor aos produtos/serviços. Nesse sentido, a partilha e as interações com o cliente fazem irromper experiências, que vão desde ideias sobre melhora ou personalização de produtos, até o compartilhamento de seus sentimentos no uso desses produtos. As interações da cocriação fortalecem a capacidade da empresa na prática de utilização de recursos globais de rede, criando um esforço contínuo para o desenvolvimento do relacionamento com os clientes. A literatura de marketing contempla poucos trabalhos relacionados ao tema, sendo sua maioria publicada nos Estados Unidos. Nesse contexto, este trabalho de pesquisa tem por objetivo estudar o processo de cocriação por empresas brasileiras nas suas atividades de negócio, enfatizando os benefícios gerados. A pesquisa que compreende esta dissertação de mestrado foi realizada em duas partes. A primeira parte consistiu de uma revisão bibliográfica sobre o assunto e sobre temas correlatos. A segunda parte contemplou a realização de uma pesquisa de campo com abordagem qualitativa e com recurso do método de estudo de caso. Os resultados da pesquisa de campo destacam três pontos cruciais relacionados ao perfil das empresas entrevistadas: primeiro, as empresas adotam estratégias de relacionamento com seus clientes e são orientadas para o mercado; segundo, são empresas com abordagem holística e gestão voltada para os stakeholders; terceiro, são empresas que vizualisam na cocriação uma excelente estratégia empresarial. Os resultados da pesquisa revelam ainda o uso da cocriação para estabelecer relacionamento interativo com o cliente e como uma forma de aumentar o poder de inovação nas empresas. / The term \'Value Co-Creation\' was conceptualised in the beginning of the 21st century and has aroused the interest of scholars and marketing professionals. In the process of co-creation, there are new business competences and practices, which make co-creation a source of competitive advantage and profitability for companies, making them, according to some researchers, a new business model. When companies adopt co-creation practices, they invite stakeholders to explore opportunities and solve problems conjointly. For many companies, learning from these interactions with clients/stakeholders, by engaging the user in the process, promotes added value to products/services. In this respect, sharing the process and interacting with the client result in the creation of experiences, from insights on improving or customising products to having the client sharing their feelings regarding the use of these products. The co-creation interactions strengthen the company\'s capability of using global network resources, creating an ongoing effort towards the building of relationship with clients. Marketing literature reveals only few research related to this topic, which are mostly published in the United States. With this in mind, this research aimed at studying the co-creation process adopted by Brazilian companies in their business activities, highlighting the resulting benefits. The research part of this Master\'s programme had two phases. The first covered a literature review on the subject matter and related topics. The second phase comprised a qualitative field research and the use of case study as a methodology. The results of the field research highlight three key aspects related to the profile of the interviewed companies: firstly, the companies adopt strategies of relationship with their clients and are market-oriented; secondly, they are companies following a holistic approach and a stakeholder-oriented management; and finally, they are companies that see in co-creation an excellent business strategy. The results also reveal the adoption of co-creation to establish an interactive relationship with the client and as a way to increase the power of innovation in the companies