Unveiling the curtain of co-creation: An ethnographic study about co-creation process

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Husso, Henna
dc.date.accessioned 2016-06-14T06:01:05Z
dc.date.available 2016-06-14T06:01:05Z
dc.date.issued 2016
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/20711
dc.description.abstract Objectives: The first objective in this research is to fill the knowledge gap on co-creation at the base of the pyramid; how diverse actors from different sectors come together and work for the mutual cause of creating inclusive business. Is there a need for NGO partnerships when going into BOP markets and what are the possible challenges, opportunities and benefits in these partnerships? The study tries to answer these questions by identifying the essential features and elements of co-creation on the bases of a literature review and empirical evidence. Methodology: In this ethnographic study, I have applied methods of free observation (Vilkka, 2006), both non-participatory and participant, in order to gain as reliable research results as possible. Data gathering methods in this study have been video and audio recording with field notes. In addition, a baseline survey and questionnaires were conducted. The analysis of this study was done by coding all the data into themes. Results: The study reveals several factors that influence co-creation processes, and suggests a new framework for the co-creation processes. The main hindrances found were challenges in relationships, interaction, power relations, cultural differences and organizing challenges in the co-creation process. The main enhancers found were the unique circumstances of this co-creation process and the support the companies got through this process as well as the benefits from the NGO collaboration. Finally, I suggest an ecosystem framework for the co-creation process that allows the process to evolve in an organic way. en
dc.format.extent 110
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Unveiling the curtain of co-creation: An ethnographic study about co-creation process en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Johtamisen laitos fi
dc.contributor.department Department of Management Studies en
dc.subject.keyword co-creation
dc.subject.keyword BOP markets
dc.subject.keyword business - NGO partnerships
dc.subject.keyword ethnography
dc.identifier.urn URN:NBN:fi:aalto-201609083421
dc.type.dcmitype text en
dc.programme.major Organisaatiot ja johtaminen fi
dc.programme.major Organization and Management en
dc.type.ontasot Pro gradu tutkielma fi
dc.type.ontasot Master's thesis en
dc.subject.helecon johtaminen
dc.subject.helecon management
dc.subject.helecon arvoketju
dc.subject.helecon value chain
dc.subject.helecon bottom of the pyramid
dc.subject.helecon bottom of the pyramid
dc.subject.helecon markkinat
dc.subject.helecon markets
dc.subject.helecon liiketalous
dc.subject.helecon business economics
dc.subject.helecon kumppanuus
dc.subject.helecon partnership
dc.subject.helecon etnografia
dc.subject.helecon ethnography
dc.ethesisid 14386
dc.date.dateaccepted 2016-05-17
dc.location P1 I


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