Platform-centric startups that generate value by facilitating interactions between two or more interdependent groups digitally transform and disrupt the business environment, leading to significant changes in how people purchase, sell, communicate, and even live. Some of these, such as Uber and Airbnb, have become among the most beloved and successful brands, though they had serious challenges in building up their brands at the early stages due to lack of resources. The purpose of this dissertation is to develop a framework of branding in platform-centric startups by identifying the pillars of brand‐building and linking the relevant factors. This study employs qualitative method to propose a four-level framework including passion, innovation, co-creation, and moralization for brand-building in startups. The novelty of this framework reveals that the locus of brand-building is gradually expanding from the founders to the company, then to the customers, and finally to a larger societal constituency. The framework can assist founders and stakeholders in monitoring the growth of a new venture in the real business world while guiding branding scholars to investigate the discipline of startup branding.

While innovation has been a critical tool for the success of hospitality businesses, there has been little research concerning how hospitality service innovation is created. Focusing on knowledge development for service innovation, this dissertation examines hospitality open innovation processes by highlighting the critical role of customers as important external stakeholders for knowledge creation. More specifically, this research examines how hospitality brand community members engage in brand activities that co-create non-transactional knowledge value for open innovation. To achieve the research purpose, the dissertation consists of four independent studies. The design of the four studies followed a theory development process focusing on bibliometric analysis (Study 1), exploratory analysis (Study 2), empirical analysis (Study 3), and experimental analysis (Study 4). Study 1 conducted bibliometric co-citation analysis to examine the foundation and evolution of the service innovation research in both hospitality and tourism and service management literature. Study 2 examined how hospitality (hotel) customers engage in an online brand community and what types of value are co-created from their engagement behaviors. Study 3 empirically developed a multi-dimensional measure of customer engagement behaviors for co-creating non-transactional value. Lastly, Study 4 examined how hospitality online brand community members participate in open innovation behaviors as a result of customer empowerment and social recognition. Study 1 identified critical research opportunities for future hospitality and tourism research in terms of innovation creation, diffusion, and evaluation. Most importantly, open innovation via customer engagement was identified as a critical topic to understand hospitality innovation creation. In Study 2, customer engagement behaviors, motivations, and value co-creation were qualitatively analyzed in the context of an online hotel brand community. Using mixed-methods, including netnography analysis and qualitative written interviews, a conceptual framework of value co-creation via customer engagement was developed. Based on this framework, Study 3 developed a scale consisting of 15 items measuring customer engagement behaviors in terms of influential-experience value, C-to-B innovation value, relational value, and citizenship value. Lastly, Study 4 found a causal process that customer empowerment makes a positive impact on the intention of open innovation engagement and the creativity of ideas by mediating intrinsic motivation. / Doctor of Philosophy / While innovation has been a critical tool for the success of hospitality businesses, there has been little research concerning how hospitality service innovation is created. Focusing on knowledge development for service innovation, this dissertation examines hospitality open innovation processes by highlighting the critical role of customers as important external stakeholders for knowledge creation. More specifically, this research examines how hospitality brand community members engage in brand activities that co-create non-transactional knowledge value for open innovation. To achieve the research purpose, the dissertation consists of four independent studies. The design of the four studies followed a theory development process focusing on bibliometric critical literature review analysis (Study 1), exploratory analysis (Study 2), empirical analysis (Study 3), and experimental analysis (Study 4). Specifically, Study 1 critically analyzed service innovation academic studies published in the last decade in both hospitality and tourism and service management journals to get insights into future research directions. Study 2 analyzed how hospitality (hotel) customers engage in online brand community activities in terms of the benefits of the behaviors and the motivations for the engagement behaviors. Study 3 developed a practical tool to measure customer engagement behaviors. Lastly, Study 4 investigated how hospitality online brand community members participate in idea sharing behaviors in terms of customer empowerment and social recognition. Study 1 identified critical research opportunities for future hospitality and tourism research in terms of innovation creation, diffusion, and evaluation. Most importantly, open innovation via customer engagement was identified as a critical topic to understand hospitality innovation creation. Focusing on the open innovation, Study 2 analyzed hospitality customers' various engagement activities and contents created from the activities in an online hotel brand community. A conceptual framework of value co-creation via customer engagement behaviors was developed. Based on this framework, Study 3 developed a scale consisting of 15 items measuring customer engagement behaviors in terms of influential-experience value, C-to-B innovation value, relational value, and citizenship value. Lastly, Study 4 found that customers are likely to share their service ideas with hospitality practitioners when they enjoy doing so with the belief that their ideas can affect brand management decisions.

Co-creation is an emerging phenomenon that occurs when two or more parties work together to create value. Co-creation, which is a key component to service dominant logic, is present in business to business, business to consumer, and consumer to consumer processes. This dissertation will focus on the business to consumer (and consumer to business) co-creation relationship. Much of the current business to consumer co-creation literature is qualitative in nature, with quantitative work just now beginning to emerge. As such, there is still much about the phenomenon of co-creation that is not understood. When looking at co-creation in the context of brand management, even less is known. In today's age of digital interaction where consumers are gaining more power on a daily basis, practitioners and academics should understand the motivations for consumers to engage brands in co-creation and what the outcomes of these co-creation partnerships are. Because of this, the dissertation contains three essays with the purpose of (1) identifying the motivations for co-creation from consumer and brand perspectives, (2) exploring each of these motivators on their individual relationship to the outcome of co-creation, and (3) understanding how the perceived ability to influence a brand impacts the outcomes of co-creation. Essay 1, titled "Co-creation of brand identities: consumer and industry influence and motivations," aims to develop an understanding of the phenomena of co-creation and how the practice is used in shaping brand identities. Two studies are undertaken to provide insight into co-creation. First, a qualitative study is used to gain insight from key decision makers with responsibility for a brand. Second, a study of millennial consumers is used to develop the antecedents of consumer motivations of co-creation of brand identities. This essay then presents a comprehensive framework that encompasses two models (industry and consumer) of brand identity co-creation. Much of the current literature on co-creation is conceptual or qualitative, and these results provide the analytical support for the building blocks of co-creation theory development. Essay 2, titled "An examination of the factors leading to consumer co-creation of brand," further explores the consumer model of co-creation proposed in Essay 1. Through a series of five studies, the factors of social, fun, brand compatibility, brand commitment, and communication appeal are analyzed individually to determine how each factor impacts the consumers' willingness to engage in co-creation. The results of this study expand the academic knowledge of co-creation, by providing information about why consumers engage with brands in co-creation. Additionally, practitioners will benefit from the descriptive results which provide insight into which motivations a brand should manipulate if it wishes to engage consumers in co-creation. Essay 3, titled "When perceived ability to influence plays a role: brand co-creation in web 2.0," examines how co-creation is impacted by consumers' attributions about a brand's ability to be influenced. Through two studies, focusing on millennial consumers, this essay seeks to understand the attributions that consumers make about brands, what kind of attributions are made, and what the outcome of these attributions are – in terms of co-creation and perceived influence. This essay enhances the current knowledge on the co-creation phenomena and provides insight into the importance of a brand being perceived as being able to be influenced, which will lead to co-creation and increased purchase intentions. In sum, the three essays contained in this dissertation specify a framework for the antecedents of co-creation, an in-depth analysis of those antecedents, and an examination of how perceived influence impacts co-creation. The resulting body of work provides academics and practitioners with a base to better understand the process of co-creation.

The "clicks and bricks" strategy, combining online and offline shopping, is crucial in today's retail environment to meet customer demands. This approach enhances consumer engagement and satisfaction by blending the practical advantages of physical stores with the convenience of online shopping. However, there are challenges to overcome when implementing clicks and bricks, including technological integration, reliable inventory control, and consistent service quality. This study focuses on exploring the impact of this strategy on consumer value co-creation, emphasizing engagement, satisfaction, and the factors that contribute to successful implementation.

This report consists of the results from implementing the co-creation paradigm in the education. It was created from international team during the project T-CREPE - TEXTILE ENGINEERING FOR CO-CREATION PARADIGMS IN EDUCATION, co-funded by the Erasmus+ Programme of the European Union. Topics as planet platform, ChoiCo games, using simulation software, Enterpreneuship and feedback from industrial partners are presented.:1. Introduction 7 2. Design Thinking – Design-based Learning – Co-creation 9 References 16 3. Games in Education 18 References 18 4. The Co-Creation Planet: Metaphor and Theory 20 4.1 The Planet Metaphor 20 4.2 Planet Tools 21 4.2.1 Design Thinking Tools 21 4.2.2 The ChoiCo, game-based learning and co-creation 21 References 23 5. Practical Guide to the Planet Platform 25 5.1 Layers of the planet 25 5.2 How to use the Planet 28 5.2.1. For Teachers 28 5.2.2. For Students 28 How to use the Planet for you projects? 28 5.3 How to use ChoiCo 29 6. ChoiCo Game Modification Example 34 6.1. The expert games “Heating outdoor pads” 34 6.2. The textile game mod by lecturer 35 6.3. The textile games mods by students 36 6.3.1. Heating Garment 37 6.3.2. Heating Cushion for Car Seat 37 6.3.3. Heating T-Shirt and Gloves 38 6.3.5. Heating Textiles 38 6.3.6. Heating Socks 39 6.3.7. Heating Socks ThermoTrousers 3000 ™ 40 7. Stimulating Entrepreneurship 41 7.1 Co-creation scenes 41 7.2. Valorisation 43 7.3 Psychological ownership 45 8. The industry experience: Co-creating with Knitronix (Italy) 50 8.1 Collaboration with industry – Knitronix 50 8.2. Knitronix and the Co-creation course at UGent 51 9. Co-creating with industry: the richter+partner GmbH (Germany) 54 9.1 Introduction 54 9.2 Collaboration with industry – r+p 54 9.3. r+p and the Co-creation course 'Digital Nomad' at UGent and UNIWA 55 10. Co-creation process with textile CAD software 57 10.1. Introduction 57 10.2. Discovery process 57 10.3. Define 58 10.4. Develop 60 11. Co-creation in (design) education: lessons learned from T-Crepe 64 11.1 A reflection 65 11.2. Role of the students 65 11.3. Role of the instructors 66 11.4. Role of the industry partners 66 11.6. The T-CREPE heritage 67 References 67

Tesis por compendio / [EN] Nowadays, universities are finding they have more and more competition regarding postgraduate programs. As educational institutions increase the offer, the need for them to improve their knowledge about the postgraduate market becomes more evident due to the lack of existing research and scarce literature about the topic. All this will help the educational institutions to develop suitable competitive strategies in order to attract postgraduate students' talent, thus distinguishing the institutions from the competition. This proactive orientation towards the market wills, like in many other markets, end up confiding in those programs which have successful marketing and allow for innovation and differentiation. At the same time, many authors relate this proactive orientation towards the market to co-creation. More specifically in the education sector, co-creation has been researched very little and has always been focused on the undergraduate student, not postgraduate. Lastly, the consequences of the postgraduate students' participation in these co-creation processes concerning satisfaction and loyalty is something that has not been studied either. This first quantitative study has led to a validation of the proposed model which allows us to affirm that, independent of the results obtained in the co-creation process, the student involvement in it, will result in greater satisfaction and loyalty towards the institution. For this reason co-creation can help the educational institutions to develop competitive differentiating strategies which will generate not only a greater satisfaction for the student but also the possibility of achieving differentiation thanks to the resulting innovation. After this first quantitative study, a second study was carried out in a Business to Business context by sending a professional from the company to the educational institution. In this study an attempt was made to measure the consequences of co-creation in student satisfaction, strength of the relation and student loyalty. This new structural equation model (SEM) has more variables and relations than the former one, introducing the strength of the relation. In addition, the study is centered on adult students who in this case are professionals sent by their companies to study a master program, Business to Business as opposed to Business to Consumer from the former study. The conclusions of the study are that the co-creation where the adult student participates in the process takes them to higher levels of satisfaction and greater loyalty towards the educational institution. At the same time, our research shows that the strength of the relation is positively influenced by the process of creation of value. In this case, the research has only validated part of the model. Therefore, this last part of our research again reaffirms the idea that co-creation can be a beneficial tool for universities in order to develop competitive strategies which generate more value for their clients and which also makes it difficult for the competition to imitate. Finally it should be pointed out that the results of this research facilitate the implementation of a co-creation process between universities and postgraduate students as well as the possible areas of its application within the purchase process and choosing a master program. On the other hand, it has also been demonstrated that independent of the results of this process, co-creation itself leads to higher rates of satisfaction, an improvement in the strength of the relation and more student loyalty towards the institution. / [ES] En la actualidad, las universidades se encuentran con una competencia cada vez mayor en lo que se refiere a sus programas de posgrado. A la vez que se incrementa la oferta por parte de las instituciones educativas, impera la necesidad por parte de las universidades de mejorar su conocimiento sobre el mercado de posgrado, debido a la falta de investigación existente con una literatura sobre marketing escasa. Todo ello, ayudará a las instituciones educativas a desarrollar estrategias competitivas adecuadas para lograr atraer el talento de los estudiantes de posgrado diferenciándose de la competencia. Esta orientación proactiva el mercado, pasará, como en otros muchos mercados, por apostar por políticas de marketing de éxito, que permitan en un sentido o en otro, innovar y diferenciarse. Al mismo tiempo, son muchos los autores que relacionan esa orientación proactiva al mercado, con la co-creation. En el caso específico del sector educativo, la co-creation se ha estudiado poco y siempre desde una perspectiva de estudiantes universitarios, no de posgrado. Por último, las consecuencias en el alumno de posgrado de participar en estos procesos de co-creation desde el punto de vista de los efectos en su satisfacción y lealtad, es algo que tampoco se ha estudiado. Este primer estudio cuantitativo ha supuesto una validación del modelo propuesto, por lo que se puede afirmar, que con independencia de los resultados obtenidos en el proceso de co-creation, el propio proceso de involucración del alumno en ello, redundará en una mayor satisfacción y lealtad hacia la institución. Por todo ello, la co-creation puede facilitar que las instituciones educativas desarrollen estrategias competitivas diferenciadoras que generarán tanto una mayor satisfacción para el estudiante como la posibilidad de lograr diferenciación gracias la innovación que surja del mismo. Con posterioridad a este primer estudio cuantitativo, se realiza un segundo estudio si bien desde un contexto Business to Business al pretender medir las consecuencias de la co-creation en la satisfacción, fortaleza de la relación y lealtad del estudiante, en este caso profesional enviado por la empresa, hacia la institución educativa. Este nuevo modelo de ecuaciones estructurales (SEM) es más amplio en variables y relaciones que el anterior, introduciendo la fortaleza de la relación. Además se centra en estudiantes adultos que en este caso son profesionales enviados por sus empresas a realizar el programa master, vertiente Business to Business frente a Business to Consumer del anterior Las conclusiones del estudio son que la co-creation donde el estudiante adulto participa en el proceso, lleva a niveles más altos de satisfacción y a una mayor lealtad hacia la institución educativa. Al mismo tiempo, nuestra investigación muestra, que la fortaleza en la relación, está influenciada positivamente por este proceso de creación de valor si bien no media entre la co-creation y la lealtad. En este caso, la investigación sólo ha validado parte del modelo. Así, esta parte última de nuestra investigación vuelve a ser una reafirmación de la idea de que la co-creation puede ser, en sí misma, una herramienta beneficiosa para las universidades para desarrollar estrategias competitivas que generen más valor para sus clientes y que también sea difícil de imitar por la competencia Finalmente señalar que los resultados de este trabajo facilitan la implementación de un proceso de co-creation entre universidades y estudiante de posgrado así como las posibles áreas de aplicación de la misma dentro del proceso de compra y elección de un programa master. Por otra parte, también se ha demostrado, que con independencia de los resultados de este proceso, la co-creación en si misma resulta en mayores tasas de satisfacción, mejora en la fortaleza en la relación y mayor lealtad hacia la institución por parte del alumno. / [CA] Actualment, les universitats es troben amb una competència cada vegada més gran pel que fa als seus programes de postgrau. Alhora que s'incrementa l'oferta per part de les institucions educatives, impera la necessitat per part de les universitats de millorar el seu coneixement sobre el mercat de postgrau, a causa de la falta d'investigació existent amb una literatura sobre màrqueting escassa. Tot això, ajudarà a les institucions educatives a desenvolupar estratègies competitives adequades per aconseguir atreure el talent dels estudiants de postgrau diferenciant-se de la competència. Aquesta orientació proactiva el mercat, passarà, com en molts altres mercats, per apostar per polítiques de màrqueting de éxitoexitosas, que permetin en un sentit o en un altre, innovar i diferenciar-se. Alhora, són molts els autors que relacionen aquesta orientació proactiva al mercat, amb la co-creation. En el cas específic del sector educatiu, la co-creation s'ha estudiat poc i sempre des d'una perspectiva d'estudiants universitaris, no de postgrau. Finalment, les conseqüències en l'alumne de postgrau de participar en aquests processos de co-creation des del punt de vista dels efectes en la seva satisfacció i lleialtat, és una cosa que tampoc s'ha estudiat. Aquest primer estudi quantitatiu ha suposat una validació del model proposat, de manera que es pot afirmar, que amb independència dels resultats obtinguts en el procés de co-creation, el mateix procés d'involucració de l'alumne en això, redundarà en una major satisfacció i lleialtat cap a la institució. Per tot això, la co-creation pot facilitar que les institucions educatives desenvolupin estratègies competitives diferenciadores que generaran tant una major satisfacció per a l'estudiant com la possibilitat d'aconseguir diferenciació gràcies la innovació que sorgeixi de ell mateix. Amb posterioritat a aquest primer estudi quantitatiu, es realitza un segon estudi si bé des d'un context Business to Business en pretendre mesurar les conseqüències de la co-creation a la satisfacció, fortalesa de la relació i lleialtat de l'estudiant, en aquest cas professional enviat per l'empresa, cap a la institució educativa. Aquest nou model d'equacions estructurals (SEM) és més ampli en variables i relacions que l'anterior, introduint la fortalesa de la relació. A més se centra en estudiants adults que en aquest cas són professionals enviats per les seves empreses a realitzar el programa màster, vessant Business to Business davant Business to Consumer l'anterior Les conclusions de l'estudi són que la co-creation on l'estudiant adult participa en el procés, porta a nivells més alts de satisfacció ia una major lleialtat cap a la institució educativa. Alhora, la nostra investigació mostra, que la fortalesa en la relació, està influenciada positivament per aquest procés de creació de valor si bé no hi ha entre la co-creation i la lleialtat. En aquest cas, la investigació només ha validat part del model. Així, aquesta part última de la nostra recerca torna a ser una reafirmació de la idea que la co-creation pot ser, en si mateixes, una eina beneficiosa per a les universitats per desenvolupar estratègies competitives que generin més valor per als seus clients i que també sigui difícil d'imitar per la competència Finalment assenyalar que els resultats d'aquest treball faciliten la implementació d'un procés de co-creation entre universitats i estudiant de postgrau així com les possibles àrees d'aplicació de la mateixa dins del procés de compra i elecció d'un programa màster. D'altra banda, també s'ha demostrat, que amb independència dels resultats d'aquest procés, la co-creació en si mateixa resulta en majors taxes de satisfacció, millora en la fortalesa en la relació i major lleialtat cap a la institució per part de l'alumne . / Peralt Rillo, A. (2015). Co-creation innovation for business programs for educational institutions [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/51462 / Compendio

Yes / Co-production and active participation of the consumers are considered to have enhanced the value co-creation activities that would ensure business benefits of a firm. The marketing literature available does not explicitly explain the philosophy that would motivate the consumers to help to increase values for co-creation activities. In this context, attempts have been made to identify the factors that would impact on co-production and consumers’ participation to co-create values. By studying literature and theories such as theory of co-creation, theory of value creation, information processing theory, marketing theory and expectancy value theory, a conceptual model called F-P-C-B (Future Participation (F) - Co-production (P) - Co-creation (C) - Business Benefit (B)) has been developed along with nine hypotheses. The data was from 362 respondents in India and the model was tested using PLS based analysis. The study shows that it is important for the firms to shift from product-oriented activities to customer-related strategies. It is also found that for obtaining more profitability and better business results, customers should be involved in business activities by way of involving in co-design, idea generation, and other relevant activities of the firms. Moreover, the study highlights that knowledge sharing between the customers and the firm authorities ensures better business values.

This paper aims to study what marketing strategies are used to engage supporters in Swedish women's elite football clubs and further present what common marketing strategies there are among the football clubs. The paper also presents specific measures that can be implemented to effectively strengthen the engagement amongst supporters of the clubs. Initially, there is an introduction of the Swedish football industry, and the market forces it is affected by. Insights are given intosports marketing, a brief historical review of the industry, women's football and thechallenges it has, and still faces, as well as what opportunities are seen. The nature of the study is a qualitative method conducting semi-structured interviews. Managers and employees from seven different Swedish elite football teams has taken part in interviews providing insights of the teams marketing strategy. The theories used are consumer engagement theory, services marketing theory, service dominant logic and co-creation, relationship marketing theory, consumer satisfaction and experiential marketing. The empirical study shows there is conformity among the marketing strategies throughout the clubs, though their approaches vary. All strive to create an engaging experience for their customers and supporters through multiple marketing and service initiatives. Measures to strengthen engagement among supporters of the clubs could be to formulate a unique marketing strategy for women's football teams, maintain regular presence on social media and including players, both on and offline. Highlighting unique values and strengths to attract new sponsors and cherish relationships with them, working on community creation and integrating the youth section.

A co-creation framework was developed for non-Indigenous scientists and engineers aiming to conduct research with Indigenous communities. Developed from pre-existing CBPR and co-creation theories, this guide incorporated the personal experiences of two master's students working on this project. As Indigenous communities and individuals are not monoliths, the first draft of this framework was devised to be expanded for use with various other groups allowing researchers to apply relevant concepts specific to their projects. The co-creation framework was developed and executed by conducting an initial water quality analysis of drinking water from SN. Initiated by Duignan’s 2019 SN health survey feedback, preliminary water parameters were analyzed for select households across the community. Community services and members were instrumental in co-creating this style of data collection and knowledge translation with GWF researchers. Collections methods were primarily adapted due to the COVID-19 pandemic, in which researchers were led initially by community liaisons and taken to households to collect drinking water samples. Instead, homeowners were supported in collecting their own drinking water samples and providing them to community educators from SNHS. Concurrently, further development and application of the framework were established through an interactive video podcast, Ohneganos Let’s Talk Water, employed to conduct, disseminate, and translate relevant community research. The community-centred methodology met the target audience where they were, on social media, rather than expecting them to decipher conventional WS science dissemination methods such as academic conferences or peer-reviewed papers. International and transdisciplinary collaboration was explored between Indigenous and non-Indigenous youth, students, experts, artists and community members. This multifaceted, award-winning show was the first to combine these various elements. A mixed methods approach via digital story was produced to illustrate the impact of LTW. While an extensive variety of guests and topics were discussed in the four seasons of the podcast, the digital story highlights those most closely aligned with the work of this thesis, decolonizing western science research and dissemination. / Thesis / Master of Environmental Studies (MES) / Guided by ten significant themes, knowledge sources including community feedback via social media, extensive literature review, conversations with elders and relevant graduate courses were applied to develop a co-creation framework to inform best practices for western scientists and engineers collaborating with Indigenous partners. Two case studies, community-led water testing “Preliminary Water Quality Assessment” and a community-led video podcast “Ohneganos – Let’s Talk Water,” were carried out to implement and supplement the iterative development of the framework to harmonize Indigenous Knowledge and Western Science.

The research question that motivates this study is: what insights can be drawn from collaborative filmmaking as new modes of interaction with the world around us? Against the backdrop of contemporary societal and environmental divisions, this artistic research explores ways to rethink relationships - both human and nonhuman - through the lens of the philosophical framework of co-poiesis. Situating the inquiry within prevailing cultural paradigms that prioritize individualism over collaboration, this study underscores the collaborative nature of filmmaking. Additionally, it seeks to address environmental challenges by challenging existing power structures and proposing participatory decision-making models rooted in creativity. Using a practice-led research methodology based on the collaborative process of the short documentary The Spectacle, and various co-creation theories, this study investigates how collaborative practice and sensory engagement can serve as a reflective tool, illuminating our relational dynamics and perceptual interactions with each other and our environment. This thesis shares findings from the perspective of the filmmaker, focusing on the collaborative process.