Engaging in co-production activities - motives and benefits
Tutor / director / avaluadorPfisterer, Lucas
Realitzat a/ambTechnische Universität Kaiserslautern
Tipus de documentTreball Final de Grau
Condicions d'accésAccés restringit per decisió de l'autor
As customer participation in production of goods and services has relevantly increased in the later years, co-production has become a trending topic in marketing literature. The main purpose of this article is to examine which are the motives that lead customers to engage in co-production and which are the benefits that they obtain for such a relationship. This means answering “Why do they participate? and “What do they get from participating?”, as well as “Under which circumstances does co-production achieve better results?”. The findings show that, in addition to produce economic benefits on both customer and company, co-production also generates social and psychological benefits on customers, such as gaining social status and increasing self-esteem. Learning new skills, feeling competent, obtaining rewards and perceiving a sense of control are also customer’s motives and benefits from co-production that have been analysed. Acquiring a better market knowledge and being more efficient are the ones for companies. IKEA, NikeID and Threadless are companies that have fruitful implemented co-production.
|BACHELORARBEIT BORJA NICOLAU .pdf||Report||1.838Mb||Accés restringit|