Services and service-based business are a major part of any economy. However, service-based supply chains require a greater level of interaction between provider and consumer than the traditional manufacturing or product-based supply chain. Therefore, they require optimization and resiliency models that acknowledge the constraints and goals unique to service-based industries. Value co-creation and service-dominant logistics (SDL) are relatively new to operations research. Existing literature in management science provides a framework for value co-creation but does not provide a model for optimizing value cocreation and resiliency in a complex or dynamic systems such as education supply chains (ESC). This dissertation addresses these knowledge gaps through 3 essays. The first essay establishes a method for optimizing investment in resiliency measures when utilizing parallel supply chains. The essay examines the intersection of value co-creation theory between higher education and service-dominant logistics (SDL) to understand the role of supply chain elements in value cocreation. The second essay provides a theoretical approach to incorporating resilience planning into the customer relationship management model. The final essay establishes a method for optimizing investment in resiliency measures when utilizing parallel service supply chains.

While knowledge-intensive business services (KIBS) play an important role in industrialized economies, little research has focused on how best to support their design. The emerging understanding of service as a process of value cocreation – or collaborative value creation – can provide the foundations for this purpose; however, this body of literature lacks empirically grounded explanations of how value is actually cocreated and does not provide adequate design support for the specific context of KIBS. This research thus first identifies generative mechanisms of value cocreation in KIBS engagements; it then develops a design framework from this understanding; finally, it elaborates a modeling technique fulfilling the requirements derived from this design framework. A multiple-case study of two academic research and development service engagements, as a particular type of KIBS engagement, was first undertaken to identify generative mechanisms of value cocreation. Data was gathered through interviews, observation, and documentation, and was analyzed both inductively and deductively according to key concepts of value cocreation proposed in literature. Data from a third case study was then used to evaluate the ability of the modeling technique to support the analysis of value cocreation processes in KIBS engagements. Empirical findings identify two contextual factors; one core mechanism; six direct mechanisms; four supporting mechanisms; and two overall processes of value cocreation, aligning and integrating. These findings emphasize the strategic nature of value cocreation in KIBS engagements. Results include an empirically grounded design framework that identifies points of intervention to foster value cocreation in KIBS engagements, and from which modeling requirements are derived. To fulfill these requirements, a modeling technique Value Cocreation Modeling 2 (VCM2) was created by adapting and combining concepts from several existing modeling approaches developed for strategic actors modeling, value network modeling, and business intelligence modeling.

The primary objective of this dissertation is to examine the theoretical and practical implications of the collaborative consumption phenomenon for individuals, businesses and society. To accomplish this goal, a research approach at three levels of analysis is used to explore how market institutions and consumer practices negotiate a social order that combines the social domain of peers with the economic domain of market exchange. The first essay of the dissertation approaches this objective from a macro level to examine how social order is produced and sustained through the systemic interactions of service firms and peers. This essay provides a framework to understand the emergent business models by developing a typological theory that explains how platforms can be configured for higher value creation. The second essay approaches our understanding of the phenomenon from a meso level analysis to examine how peers interact with the social order of collaborative consumption markets to negotiate key existential tensions between consumer resistance and market appropriation. This essay explores the metaphors that peers use to construe the field of collaborative consumption. Through the interpretive analysis of participant-generated images, this research uncovers the prevailing use of a liberation metaphor that reveals a new way of thinking about resource circulation. Lastly, the third essay employs a micro level of analysis to examine how participation in collaborative consumption practices provokes intrapersonal dynamics leading to moral decay. By relying on a social cognitive framework that considers how behaviors impact personal and environmental factors in a recursive fashion, this essay scrutinizes when and how prolonged participation can erode moral identity and negatively impact prosocial behaviors. Together, this holistic approach advances our theoretical understanding of the collaborative consumption phenomenon and provides practical implications for managerial practice and public policy.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-01T12:48:08Z No. of bitstreams: 1 Vanessa Carvalho Miranda Tavares.pdf: 1765596 bytes, checksum: abab583ea55e2ddfb9a5994f670ea013 (MD5) / Made available in DSpace on 2016-06-01T12:48:08Z (GMT). No. of bitstreams: 1 Vanessa Carvalho Miranda Tavares.pdf: 1765596 bytes, checksum: abab583ea55e2ddfb9a5994f670ea013 (MD5) Previous issue date: 2016-03-28 / The value cocreation suggests organizations take their focus from product and service giving customer space. Currently, there is a change in behavior and attitude of customers who come from a passive position to a connected and informed manner, requiring an adaptation of organizations to this new attitude of customers. Organizations of several areas aim to provide unique experiences to their customers and thereby achieve a more effective relationship with stakeholders resulting in mutual benefits. With the growing positioning of the sports industry and the adequacy of physical activity practices to the modern world, the gyms market is growing, turning an interesting object of study. The aim was to analyze how the practices of existing experience and relationships in the value cocreation approaches and theory of stakeholders were present in gyms and how they impact the management of these organizations. The methodology applied was the multiple cases study in the gyms, for data collection, we used sources of evidence for the triangulation of data as proposed by Yin (2010): observation, document analysis and scripts for semi-structured interviews. The results showed that teachers are important stakeholders for the development of the relationship and providers of memorable experiences to the other stakeholders. It is concluded that the gyms practice the value cocreation partially with their stakeholders and unconsciously because they have no knowledge of theory to practice. / A cocriação de valor propõe as organizações que tirem o seu foco do produto e serviço dando espaço ao cliente. Atualmente, nota-se uma mudança no comportamento e atitude dos clientes, que passam de uma postura passiva para uma maneira conectada e informada, exigindo uma adaptação das organizações a essa nova postura dos clientes. Organizações de diversas áreas de atuação buscam proporcionar aos clientes experiências únicas e com isso obter um relacionamento mais eficaz com os stakeholders resultando em benefícios mútuos. Com o posicionamento crescente da indústria esportiva e a adequação das práticas de atividades físicas ao mundo moderno, o mercado de academias de ginástica é crescente, destacando-se como um objeto de estudo interessante. O objetivo foi analisar como as práticas da experiência e do relacionamento existentes nas abordagens da cocriação de valor e na teoria dos stakeholders se fizeram presentes nas academias de ginástica e como impactam na gestão dessas organizações. Como metodologia aplicou-se o estudo de casos múltiplos nas academias de ginástica, para a coleta dos dados, utilizou-se fontes de evidências para a triangulação de dados como proposto por Yin (2010): Observação, análise de documentos e roteiros de entrevistas semi-estruturada. Os resultados mostraram que os professores são stakeholders importantes para o desenvolvimento do relacionamento e para proporcionar experiências memoráveis aos demais stakeholders. Conclui-se que as academias de ginástica estudada praticam a cocriação de valor parcialmente com seus interessados envolvidos e de maneira inconsciente, pois não possuem conhecimento da teoria para a prática.

Den tilltagande digitaliseringen och framväxten av flersidiga plattformar har intensifierat konkurrensen på marknaden. Vilket i sin tur försvårat e-handlarnas strategiska arbete för att upprätt hålla konkurrensfördelar. E-handlarnas innovationsförmåga utmanas och allt större uppmärksamhet har riktats mot affärsmodeller, att bli mer konsumentcentrerade samt att reagera snabbare på de förändringar som sker inom handeln för att vara konkurrens kraftiga.Syftet med uppsatsen är att undersöka hur svenska e-handlare arbetar med sin affärsmodell och vilka strategier de väljer att implementera för att upprätthålla konkurrensfördelar i och med ökat inträde av flersidiga plattformar. Intervjuer av två fallföretag har genomförts med teoretiska utgångspunkter i resource-based view, fenomenet Big data och value creation. Dessa intervjuer visar att insamling och analys av konsumentdata anses vara en grundläggande förutsättning för att e-handelsföretag ska kunna vara konkurrenskraftiga. Med hjälp av data kan e-handelsföretagmöta konsumenternas behov i större utsträckning. Slutligen visade även resultatet av studien att det uttrycktes en positivitet från respondenterna gällande Amazons lansering på den svenska marknaden.

對於企業或非營利組織而言，創造經濟價值亦或社會價值，不僅不再有壁壘分明的責任歸屬，兩迥異型態的組織能緊密合作，或者透過一新型態組織予以連結，皆有助於促進經濟層面與社會層面兼備的價值產出成果。然而，經濟與社會一向被認為必須有所取捨，在創造價值的過程中又能如何共存？ 　　回顧論及「企業之於社會價值」及「非營利組織之於經濟價值」相關文獻，發現其探討多源於以機構為核心的價值創造思考；然而，價值創造理論已然發展至共創（Value Cocreation，即以個人為核心的創價思考），當更多人有能力參與組織創價過程時，組織的價值創造又將如何發展？ 　　於價值共創架構下，能創造更大經濟價值已被廣為驗證，機構如與個人共創解決社會問題，亦能創造社會價值。本研究透過個人為中心的價值共創架構，以孟加拉葛拉敏銀行（Grameen Bank）為例，試圖詮釋選定個案與共創架構的對應關係，藉以觀察葛拉敏銀行與借款人參與經濟價值與社會價值的創造脈絡，尋求經濟價值、社會價值可同時發展，取得機構與個人共識之可行性研究。 經由本研究有以下發現： 1.以機構為核心的創價邏輯，是單向且簡化地揣測個人需求價值，以致於局限了創價來源的廣度與價值內涵的深度。 2.葛拉敏銀行不需獨斷地揣測客戶需求，客戶確實需要什麼，什麼價值對客戶有意義，全在不斷地互動過程中明確獲知、參與討論、進而共創。 3.信任基礎、小處著手、避免衝突、留給借款人介入空間、共同原則，皆有助於葛拉敏銀行與借款人之間互動品質的提升。 4.產品為主的經驗環境尚需隨著大環境的改變進行演進，在基礎建設匱乏的孟加拉，員工於經驗環境中的重要性更高。 5.以個人為中心與銀行、行員、純粹社群、及葛拉敏姐妹機構所構成的經驗網絡，能使個人自由選擇共創經驗，是謂未來葛拉敏銀行強力的競爭基礎。 6.葛拉敏銀行透過價值共創直接針對社會需求缺口提供服務。社會價值，是每一借款人與葛拉敏銀行共創價值的集合，社會價值的最大公約數是雙方共同的目標。 7.於價值共創架構中，葛拉敏銀行透過互動品質的追求、經驗環境的創新、與經驗網絡的建置，維持獲利。追求社會價值之餘，不需犧牲機構的經濟價值。

Syftet med denna studie är att analysera hur kunders attityder och beteenden till influencers och influencer marketing påverkas av deras uppfattningar om influencers och influencer marketing. Studien fokuserar på kundernas attityder och beteenden i relation till influencers och influencer marketing i termer av värdesamskapande, förtroende, varumärkeslojalitet och kundengagemang. Vi utgår vidare från att detta påverkas av kundernas intresse för influencers och i vilken mån de är aktiva på sociala medier.Vi skapade även en analysmodell som utgår från att graden av kundernas intresse för influencers och deras aktivitetsgrad på Instagram påverkar deras uppfattningar om influencers och influencers marketing. Därefter påverkar detta i sin tur deras attityder och beteenden i relation till influencers ochinfluencer marketing i termer av värdesamskapande, förtroende, varumärkeslojalitet och kundengagemang. Utifrån detta syfte och denna analysmodell utfördes ett strategiskt urval av åtta respondenter, där vi valde att utgå från respondenter som hade ett större eller mindre intresse förinfluencers och som var mycket aktiva eller relativt aktiva på Instagram. På så vis skapades fyra olika fall där, där semistrukturerade djupintervjuer utfördes med samtliga respondenter. Det första fallet kännetecknas av respondenter som vid tidpunkten för intervjuerna hade ett mindre intresse för influencers och var mindre aktiva på Instagram. I det andra fallet hade respondenterna ett större intresse för influencers men samtidigt var de mindre aktiva på Instagram. Respondenterna i det tredje fallet karakteriseras av att de var mindre intresserade av influencers och att de var mer aktiva på Instagram.Det fjärde fallet utmärks av respondenter som både var mer intresserade av influencers och mer aktiva på Instagram. Analysresultatet visar att det finns ett positivt samband mellan respondenternas uppfattningar om influencers och influencer marketing och respondenternas attityder och beteenden i relation till influencers och influencer marketing. Analysmodellen kan därmed inte bekräftas. Detta eftersom att analysen visar att respondenternas uppfattningar om influencers och influencer marketing samt respondenternas attityder och beteenden i relation till influencers och influencer marketing, inte påverkas av respondenternas intresse för influencers och deras aktivitetsgrader på Instagram. / The purpose of this study is to analyse how customers' attitudes and behaviours towards influencers and influencer marketing are affected by their perceptions of influencers and influencer marketing. The study focuses on customers' attitudes and behaviours in relation to influencers and influencer marketing in terms of value co-creation, trust, brand loyalty and customer engagement. We assume that this is affected by customers' interest in influencers and the extent to which they are active on social media. We alsocreated an analysis model, where we assume that the degree of customers’ interest in influencers and their degree of activity on Instagram influences their perceptions of influencers and influencer marketing. After that, we assume that this affects their attitudes and behaviours in relation to influencers and influencer marketing in terms of value co-creation, trust, brand loyalty and customer engagement. Based on this purpose and analysis model, a strategic sample was made, that consisted of eight respondents, where we chose to begin from respondents who had a more or less interest in influencers and were very active or relatively active on Instagram. In this way, we created four different cases, where we conducted semistructured in-depth interviews with all respondents. The first case is characterised by respondents who at the time of the interviews, had a less interest in influencers and also were less active on Instagram. In the second case, the respondents had a more significant interest in influencers, but at the same time, theserespondents were less active on Instagram. The respondents in the third case were characterised as less interested in influencers but were instead more active on Instagram. The fourth case is characterised by respondents who were more interested in influencers and also were more active on Instagram. The analysis results show that there is a positive connection between the respondents 'perceptions about influencers and influencer marketing and the respondents' attitudes and behaviours in relation to influencers and influencer marketing. The analysis model can, therefore, not be confirmed. The reason for this is due to the analysis, that shows that the respondents' perceptions of influencers and influencer marketing, as well as the respondents' attitudes and behaviours in relation to influencers and influencer marketing, are not affected by the respondents' interest in influencers and how active they are onInstagram.