På senare år har organisationer börjat samarbeta med konsumenter för att tillsammans ta fram idéer och skapa nya produkter. Organisationen samskapar då ett värde tillsammans med konsumenterna, även kallat Co-Creation. Detta tillvägagångsätt har blivit allt vanligare tack vare utvecklingen av webbteknologin. Organisationer kan nu skapa innovation tillsammans med konsumenter online genom bland annat innovation communities. Syftet med studien var att undersöka vad som motiverar användare i organisationsdrivna communities att delta i CoCreation. Detta för att ge en ökad insikt kring hur ett innovation community kan skapas för att motivera konsumenter att bidra till Co-Creation. För att svara på detta genomförde vi en netnografisk studie bestående av observationer och intervjuer. Studien visade att användare motiveras av både inre och yttre motivationsfaktorer och att dessa är samverkande. Som bekräftat av tidigare studier ser vi också vikten av interaktion från organisationen sida. I uppsatsen tas problem upp som kan påverka användares motivation till att bidra. Vi tar även upp vilken betydelse de yttre motivationsfaktorer har och hur dessa påverkar användarens inre motivation. / In recent years, organizations have begun to work with consumers to jointly develop ideas and create new products. The organization co-create a value with consumers, also known as co-creation. This approach has become increasingly common, thanks to the development of Web technology. Organizations can now create innovation together with consumers online, for example through innovation communities. The aim of the study was to examine what motivates users in the organization driven online communities to participate in co-creation. This is to give greater insight into how an innovation community can be created to motivate consumers to contribute to co-creation. To answer this research question, we conducted a netnographic study consisting of observations and interviews. The study showed that users are motivated by both intrinsic and extrinsic motivational factors and that they co-operate. As confirmed by previous studies we also see the importance of interaction from the organization. In this thesis we address issues that can affect users' motivation to contribute. We also discuss the importance of the extrinsic motivational factors and how they affect the users’ intrinsic motivation.

Collaboration is at the foundation of modern theatre practices. All of the individuals involved in a production share their contributions with their immediate colleagues for the benefit of the production. Reoccurring or very similar technical challenges often arise in productions no matter where they are produced. Sharing the creative solutions to these problems among graduate technical theatre students will benefit the theatre industry by increasing the possibility for innovation. An information-sharing infrastructure should be developed in a way that will ease the burden for the individuals who wish to share their innovations with the broader community, while including a way to receive acknowledgment for their contributions. This paper looks to the theories of Eric Von Hippel on “innovation communities” and the ideas and motivations for “free revealing”. The theories are related to the specific characteristics and needs of the community of Master of Fine Arts graduate students in theatre technology programs. Six techniques currently used for the sharing of information will be analyzed for their benefits and limitations. Topics such as open source software development, the principles of the organization Public Library of Sciences, and the practice of creating online instructional videos are all explored for successful techniques that can be applied to technical theatre innovation sharing. In addition, the protection of authorship will be discussed including: a broad history of copyright law in America, the cultural property theories of Lawrence Lessig, and the Creative Commons. I plan to compile all of the necessary information to lay the foundation for the development of a new approach to sharing information in theatre technology. Open Theatre Source will be the name for the proposed infrastructure. It will provide an online meeting place among the potential innovators in MFA programs. The infrastructure will employ new sharing techniques and will use innovative technologies to the community. The primary objective of Open Theatre Source will be to facilitate a dialogue among individuals who are studying within the many different programs. The dialogue will transcend institutional boundaries, which will benefit and improve the entire community of academic institutions. Open Theatre Source will create a valuable case study for future research in open sharing infrastructures for theatre technology. Through its successes or failures, the information gathered could then be applied to other areas of the theatre community, including the professional industry. / text

Topic: Co-creation of experience Research gap: The number of papers focusing on customer involvement and customer experience has increased significantly in recent years. However, there is a lack of studies on how companies can use customer involvement for creating a better customer experience jointly with customers, which Prahalad & Ramaswamy (2000, 2003, 2004) refer to as the co-creation of experience. Purpose: By this paper we want to develop an understanding of how e-commerce companies can use customer involvement to create a superior online shopping experience. Theoretical basis of our paper: Customer involvement (e.g. von Hippel); experience co-creation (Prahalad & Ramaswamy) Methodology: We conducted in-depth interviews with nine Swedish, Norwegian and Chinese e-commerce companies from different industries to collect data on how they use customer involvement and/or co-creation. The interviews were semi-structured interviews which consisted mostly of open-ended questions. In order to be able to identify patterns and learn about the nature of how companies involve customers, a qualitative multi-case study design was used. Findings: The main findings are that some e-commerce companies have already realized the importance of the customer experience and also already involve their customers in various forms for co-creating experience. However, none of the companies completely fulfils the criteria of experience co-creation as defined in the theoretical articles by Prahalad & Ramaswamy (2000, 2003, 2004). Practical implications: E-commerce companies have many options to provide a better online shopping experience by involving customers as co-creators. Research limitations: Due to the sample size and the fact that a convenience sample was chosen, the results cannot be generalized. Originality/value: This study can provide insights into opportunities for the co-creation of experience in the case of e-commerce companies. Keywords: Customer involvement, Experience co-creation, Experience, E-commerce, Innovation community

本篇論文主要探討新創科技公司產品創新分工網路之現況與績效，新創科技公司之兩大核心資源為創新與技術。公司成長與獲利通常來自技術商品化之價值，一般而言公司很少可完全依賴內部資源進行獨立創新。創新社群以技術為核心，社群中的組織必須顯著地參與一項新技術的商品化工作，主要辨認指標是垂直互補性資產與資訊流通。產業分工網路是企業內部組織和企業彼此間的結合型態，用以產生附加價值，其價值鏈活動是透過良好的協調以造成差異化或成本降低。資訊科技是改變價值活動的執行方式及價值鏈活動中各種連結的性質，影響競爭範圍並塑造新產品。 本研究以國內研發新產品或技術之新創科技公司為研究對象，以個案方式運用分析模式將企業之內外在因素、SWOT及產業能力作深入分析，並訪談中小企業實證研究分工網路活動，探索新創科技公司產品創新分工網路之現況以及產業系統(研究/製造)供應鏈績效，研究結果發現： 1、台灣產業仍屬於「不完全的概念設計與試製生產分離型」分工網路。新創科技公司之產品普遍缺乏品牌形象，且因資源缺乏，無法以全球市場為行銷對象，在設備上的投資、產品與製造的選擇上沒有自主性，限制台灣人才的創新能力及新創科技公司之成功。 2、新創科技公司在產品創新上提昇產品之附加價值，製程上依賴中小企業的「專業分工」及「彈性互補」，充分利用體系資源，調整出最佳效率。但在成熟市場中，採取追隨者的競爭腳步以及成本領導策略，因此無法將產品附加價值回饋於產業分工體系。 3、台灣中小企業普遍在資訊化方面嚴重落後，無法在新的且分散化的產業分工中，以虛擬、組織模組化的分工原理運作，因此人工成本優勢喪失後，其「彈性」、「快速」的核心競爭能力亦在衰退中。 4、中小企業與新創科技公司因價值鏈之市場顧客面不完整，以供應鏈管理觀點檢討發現：管理方法、產品流程、風險與獲利架構、文化與態度觀念、變革升級等構面皆尚待加強。 / I his thesis is mainly in finding out the reality and performance on the network in division of labor for product innovation of a technology startup company. The two core resources of a technology startup company are innovation and techniques. The growth and earning of such company normally come from the value of technology commercialization. Generally, such company could hardly rely on its internal resources completely for independent innovation. Innovative community centers on techniques and the community organization must involve in the commercialization of a new technique significantly, and the main identifying indicator is the vertical complementary assets and the information flow. Industrial network in division of labor is the connecting pattern of the international organization of a business entity with other business, which is for creating added value. The value chain activities are made through sound coordination to generate differentiation and cost-down.Information technology is for changing the performing manner value activities,as well as the natures of connection among various chain activities. It serves to affect the scope of competition and to form new products. This research targeted at the technology startup companies involved in the research and development of new products or new techniques, and case study approach is employed to analyze the internal and external factors of a company,SWOT and industrial capacity with analytical modes. Face to face interview with medium and small enterprises were conducted to empirically demonstrate the activities of the network in division of labor, and to investigate the reality and industrial system (research / manufacturing) supply chain performance of new innovative network in division of labor. The findings are: 1.Industries in Taiwan are still in the stage of“Incomplete Conceptual Design and Pilot Production Separated Network in Division of Labor”level.Technology startup companies are generally lack of brand image. And, with the lack of resources, they are unable to target at the global market for marketing. There is less autonomy in the investment in equipment and options of products and manufacturing. These have limited the talents in Taiwan in their innovation capability and the success of technology startup companies. 2.The technology startup companies promote the added value of their innovative products, and in manufacturing, they rely on the specialization and flexible complement of medium and small enterprise to adjust to the best efficiency by fully utilize the system resources. However, in a matured market, they adopted the follower approach and cost-lead strategies, that they could not feed back the added value of products to the system in division of labor. 3.Generally the medium and small enterprises are having serious information gap, that they are unable to employ the diversification principle in the new and spread-over industrial diversification with virtual, organization modular.Therefore, after losing the labor cost advantage, the core competitiveness in flexibility and speed are also in their way down. 4.Medium and small enterprise, and the technology startup companies have the short of incomplete customer dimension in their value chain, it is found,in the view point of supply chain management, they need to strengthen and improve their managerial approach, product flow, risk and profit structure,culture and attitude and changes and upgrading. Subject Terms (Key Word)： - technology startup company - technology commercialization - network in division of labor - innovation community - value chain - supply chain management

La presente tesi teorica propone il MOPC index per misurare quanto i manager abbiano generato una comunità multinazionale di gestione aperta di un generico processo considerando congiuntamente l’affiliazione, la connettività interna, la forza e la multinazionalità. A tal fine ho impiegato il SAOM-Behavior valutando la collaborazione internazionale di processo ed annessa propensione come variabili multiple i cui valori e co-evoluzione dipendono dalla co-influenza tra le collaborazioni internazionali fasiche, tra le medesime e le rispettive propensioni fasiche e tra queste ultime. L’intensità relazionale dipende dal modello mentale condiviso, generatosi a livello di team internazionale, su una certa fase del processo mentre la propensione è funzione dell’orientamento e dell’attitudine alla collaborazione internazionale fasica. Il MOPC index è stato applicato alla comunità multinazionale di innovazione aperta e di gestione aperta introducendo due indici teorici: MOIC index e MOMC index. Infine ho teorizzato la catena del valore del manager (MVC) impiegando il processo innovativo e gestionale; considerando le collaborazioni internazionali sui due processi con annesse propensioni, si ho analizzato la collaborazione internazionale sulla MVC, la relativa propensione e la loro co-evoluzione. Cosi facendo, ho introdotto il MMC index per misurare la comunità multinazionale manageriale e, mediante questo, la multinazionalizzazione d’impresa da una prospettiva relazionale manageriale. / This thesis presents the theoretical MOPC index to measure how much the managers generate a multinational open process community by considering the affiliation, the internal connectivity, the strenghtness and the multinationality. I employed the SAOM-Behavior by evaluating the international process collaboration and the respective propensity as multiple variables whose value and co-evolution depend on the co-influence between the international collaborations phasic, between the same and the respective propensities phasic and between them. The intensity of these relationships depends on the International phasic team mental model sharing (TMMS) while the propensity’s one depends on the orientation and the attitude. Then the MOPC index has been applied to measure the multinational open innovation community and the multinational open management community by introducing the MOIC index and the MOMC index. Finally, I introduced the managerial value chain (MVC) as composed of the innovative and the management process. By integrating the international collaborations related to the two processes and their propensities It’s possible to measure the international MVC collaboration, the correlated propensity and their co-evolution. In doing so, I introduced the MMC index to determine the multinational managerial community’s degree and use it to evaluate the firm’s multinationalization by a managerial relational perspective.