models of co-creation - de koning, crul, wever

Models of Co-crea.on Jo#edeKoning,MarcelCrul,ReneeWever

PhDatDel:UniversityofTechnology,IndustrialDesignEngineeringDesignForSustainability

Topic: Co-creaHngSustainableFoodinVietnam

Why study co-crea.on models?

Growingamountofliterature(fromdifferentfieldsandwithdifferentscopes)

Why study co-crea.on models?

Why study co-crea.on models?

Why study co-crea.on models?

Growingamountofliterature(fromdifferentfieldsandwithdifferentscopes)

Variousmodelsdescribingvariousaspectsofco-creaHon(butwhichonedescribeswhat,andwhereistheoverlap?)

And because…

Growingamountofliterature(fromdifferentfieldsandwithdifferentscopes)

Variousmodelsdescribingvariousaspectsofco-creaHon(butwhichonedescribeswhat,andwhereistheoverlap?)

ModelsarecapableofcreaHngclaritythroughvisualrepresentaHons(andusdesignerslikevisualoverviewsofcomplextheoryinliterature)

Goal:conceptualclarity(intheformof4meta-models,yes,moremodels)

Three levels of clarity

(1)  TheoreHcalTheco-creaHonspectrumandhowitrelatestootherterms

(2)  PracHcalThedifferenttypesofco-creaHonandhowtheyrelatetoeachother

(3)  AppliedThedifferentstepsinaco-creaHonprocess.

Method Scopus ar*cle search: co-crea*on + model Google images search: co-crea*on + model

4 categories

CO-CREATION MODELS

0 Joint space of creation

1 Co-creation spectrum

2 Co-creation types

3 Co-creation steps

Total

Only SciVerse Scopus (249 articles) 11 4 7 6 28

Only Google Images (300 images) 0 7 9 6 22

Total 11 11 16 12 50

Method Scopus ar*cle search: co-crea*on + model Google images search: co-crea*on + model

Defini.on

Co-crea)onistheprocessofmutualfirm-customervaluecrea)on.Co-crea)onistheprocessofmutualfirm-customervaluecrea)on.Thisfacilitated(crea)ve)processgeneratesanac)veformofinterac)onandsharingbetweenfirmandendconsumer,Thisfacilitated(crea)ve)processgeneratesanac)veformofinsteadoftheac)vefirm,passiveconsumerinterac)on.interac)onandsharingbetweenfirmandendconsumer,

insteadoftheac)vefirm,passiveconsumerinterac)on.Oneoftheresultsofco-crea)onisthatthecontactbetweenfirmandcustomermovesawayfromtransac)onalandbecomesanOneoftheresultsofco-crea)onisthatthecontactbetweenfirmexperience.

Applica.on

sustainablefoodinVietnam

CO-CREATING SUSTAINABLE FOOD

-IN VIETNAM

A METHODOLOGY FOR CO-CREATION WORKSHOPS, RESULTS OF 16 CO-CREATION WORKSHOPS WITH 16 COMPANIES, AND A STEP-BY-STEP FACILITATION MANUAL FOR ORGANIZING CO-CREATION WORKSHOPS. ALL TO IMPROVE THE OFFERING OF SUSTAINABLE FOOD PRODUCTS IN VIETNAM.

Prac.cal Guidelines

Thank you

hBp://GetGreen.vnJoBe.dekoning@tudelI.nl