PROJECT

DATUM 17-02-2009 NANNE MIGCHELS

ATLAS REIS STOCKHOLM

customer empowerment: co-creation of value

ODD ONE OUT: WELKE WINNAAR HOORT NIET IN HET RIJTJE THUIS?

ODD ONE OUT: WELKE WINNAAR HOORT NIET IN HET RIJTJE THUIS?

"TO UNITE ARTISTS AND FANS IN AN INDEPENDENT MOVEMENT THAT AIMS TO LEVEL THE PLAYING FIELD IN THE GLOBAL MUSIC INDUSTRY."

customer empowerment:customer co-creationop zoek naar een nieuwe richting voor marketing

Ontwikkeling in het denken over de markt * 1800-1920 Klassiek economisch denken:

marktmechanisme - Adam Smith 1776

resources - Robert Malthus 1789

* 1915- 1950 Optimaliseren markt functies:commodities, instituties, leveren van ‘nut’

* 1956- 1995 Marketing Management:bedrijf moet gericht zijn op de klant

waarde wordt bepaald op de markt

marketing mix [4P’s] leidt tot performance

besluitvorming, probleemoplossing, positionering

customer valuerelationship marketingnetworkCRMsupply chain managementvertical integrationpreferred suppliersmarket orientationlead-users

do not kill your customers....SINDS 1980:

wat als de vraag geen externe variabele is...?

co-creation of value* bedrijven zien klanten als partner* waarde wordt ontwikkeld in de interactie tussen bedrijf en klant* klant wordt betrokken in bedrijfs- processen* value-in-use; value proposition; co-design* goederen zijn een platform op basis waarvan je aan elkaar wordt verbonden

migrating to co-creation experiencesextraction of economic value

interaction at the end of the value chain

passive firm-initiated interaction

firm offers a variety of products/services

transaction based

focus on internal quality processes

co-creation of value through experiences

repeatedly; anywhere, anytime in the system

active interaction, initiated by firm and customer

multiple contacts through channels, options, transactions and experiences

quality of interactions and experiences are decisive

conceptual framework for value co-creation

Siebel systems

markt definitieaansturing van klantenoutsourcing

vs.SaleSoft

customer engagementholistisch perspectief:1. emotional engagement in co-production2. self-service (transfer of labour)3. staging of an experience (firm driven)4. customer can navigate through the firm’s systems 5. customers get involved in co-designing and co-producing

Voorwaarde:DARTDialogueAccessRisk assessmentTransparency

ideal type:customer centric, market driven organisation

focus on specialized skills and knowledge as resources that lead to competitive advantage

strive to maximize consumers’ involvement in developing customized offerings

aim to be the predominant organisation philosophy that coordinates all market-driven activities

verder lezen:co-creating unique value with customers - c.k. prahalad and v. ramaswamy; strategy and leadership, vol 32; no 3, 2004

evolving to a new dominant logic for marketing -s.l. vargo and r.f. lusch; journal of marketing; vol 68; p 1-17, 2004

managing the co-creation of value - a.f. payne, k. storbacka and p. frow; journal of the academy of marketing science; vol 36; p 83-96, 2008

key strategies for the succesful involvement of customers in the co-creation of new technology-based services - p. kristensson, j. matthing and n. johansson; international journal of service industry management; vol 19; no 4; 2008

examining the mechanism of the value co-creation with customers - x. zhang and r. chen; international journal of production economics; vol 116; pp 242-250; 2008

Atlas reis 2009Stockholm