Unveiling the curtain of co-creation: An ethnographic study about co-creation process
Loading...
Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.
Author
Date
2016
Major/Subject
Organisaatiot ja johtaminen
Organization and Management
Organization and Management
Mcode
Degree programme
Language
en
Pages
110
Series
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.Description
Keywords
co-creation, BOP markets, business - NGO partnerships, ethnography
