Post on 13-Jan-2015
description
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