Digitalization has changed the ways business operates nowadays, and because of the change, many startups are creating many services to help customers enhance their business. However, the customers are becoming more aware of companies and their approach to creating value for them. The development of various technologies has caused this tide to shift. So firms cannot create a service without understanding what the customer expects from firms. LocalDeals is a startup company that provides business owners services to enhance their reach for gaining more customers. The company created a marketing channel in the form of a website. The startup is in its early stages, and they want to understand the perspective of the shop owners in Uppsala. This research aims to understand how value can be co-created for small business owners in Uppsala. To understand how value can be co-created, three theoretical perspectives were chosen Digitalization, Value, Value co-creation. The research was carried out as a qualitative study. A purposive sampling method was carried out to select the shops in Uppsala. To understand the shop owners, 12 interviews and an interview with the founder of LocalDeals were carried out. The data was analyzed by thematic analysis and Identified eight themes – Price & Quality, Trust, Interactions Marketing, Knowledge gap, Open to collaboration, Customers, and Promises not delivered. The study found out that the shop owners in Uppsala have trust issues with digital service providers approaching them. If the case company can establish trust and have the resources to help small buissness, only then Value can be co-created for the small buissness owners in Uppsala.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-448573 |
| Date | January 2021 |
| Creators | Joseph, John |
| Publisher | Uppsala universitet, Industriell teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | SAMINT-MILI ; 21048 |
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