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

dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.authorHusso, Henna
dc.contributor.departmentJohtamisen laitosfi
dc.contributor.departmentDepartment of Management Studiesen
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2016-06-14T06:01:05Z
dc.date.available2016-06-14T06:01:05Z
dc.date.dateaccepted2016-05-17
dc.date.issued2016
dc.description.abstractObjectives: 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.ethesisid14386
dc.format.extent110
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/20711
dc.identifier.urnURN:NBN:fi:aalto-201609083421
dc.language.isoenen
dc.locationP1 I
dc.programme.majorOrganisaatiot ja johtaminenfi
dc.programme.majorOrganization and Managementen
dc.subject.heleconjohtaminen
dc.subject.heleconmanagement
dc.subject.heleconarvoketju
dc.subject.heleconvalue chain
dc.subject.heleconbottom of the pyramid
dc.subject.heleconbottom of the pyramid
dc.subject.heleconmarkkinat
dc.subject.heleconmarkets
dc.subject.heleconliiketalous
dc.subject.heleconbusiness economics
dc.subject.heleconkumppanuus
dc.subject.heleconpartnership
dc.subject.heleconetnografia
dc.subject.heleconethnography
dc.subject.keywordco-creation
dc.subject.keywordBOP markets
dc.subject.keywordbusiness - NGO partnerships
dc.subject.keywordethnography
dc.titleUnveiling the curtain of co-creation: An ethnographic study about co-creation processen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotPro gradu tutkielmafi
dc.type.ontasotMaster's thesisen
local.aalto.idthes14386
local.aalto.openaccessyes
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