Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in Marketing

Detalhes bibliográficos
Autor(a) principal: Brambilla, Flávio Régio
Data de Publicação: 2012
Outros Autores: Damacena, Cláudio
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/11964
Resumo: Value Co-Creation is an imperative practice in the service environment. In some cases it is a quality condition, and in others it is crucial, as in education. Understanding education as a service encounter does not mean reducing the importance of this activity. Differentiating commodification of education and education conducted within the dominant logic of service is appropriate. In the understanding of this study, the parameters are loaded with educational historical bias, which can be replaced by quality metrics in concrete parameters, with a view to the greatest quality content possible. Based on Self-determination Theory and academic motivation of undergraduate students, the study seeks to identify the point where the private education student as a consumer is directed to a reality closer to the ideal for learning where the student is a co-creator in educational locus. With the intervention of Ethnomethodology, using the technique of Vignettes identified as co-creating value, we adapt to the educational sector. The results highlight the role of self-determination as central to co-creation, through intrinsic motivation (desire to learn) in tenuous relationship with extrinsic motivation (evaluation). Also, students may or may not be willing to co-create, which is manifested in three behaviors (students who want interaction, those who do not interact due to lack of stimulus, and those who do not like collective work). The understanding of the students surveyed about what constitutes value is limited to the aspects of utility, in keeping with other studies conducted with students of Management and related areas in Brazil.
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spelling Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in MarketingEstudo Etnometodológico da Cocriação de Valor no Ensino Superior Privado de Administração com Base na Lógica Dominante do Serviço em MarketingService Dominant Logic; Value Co-Creation; Self-DeterminationLógica Dominante do Serviço; Cocriação de Valor; Autodeterminação.Value Co-Creation is an imperative practice in the service environment. In some cases it is a quality condition, and in others it is crucial, as in education. Understanding education as a service encounter does not mean reducing the importance of this activity. Differentiating commodification of education and education conducted within the dominant logic of service is appropriate. In the understanding of this study, the parameters are loaded with educational historical bias, which can be replaced by quality metrics in concrete parameters, with a view to the greatest quality content possible. Based on Self-determination Theory and academic motivation of undergraduate students, the study seeks to identify the point where the private education student as a consumer is directed to a reality closer to the ideal for learning where the student is a co-creator in educational locus. With the intervention of Ethnomethodology, using the technique of Vignettes identified as co-creating value, we adapt to the educational sector. The results highlight the role of self-determination as central to co-creation, through intrinsic motivation (desire to learn) in tenuous relationship with extrinsic motivation (evaluation). Also, students may or may not be willing to co-create, which is manifested in three behaviors (students who want interaction, those who do not interact due to lack of stimulus, and those who do not like collective work). The understanding of the students surveyed about what constitutes value is limited to the aspects of utility, in keeping with other studies conducted with students of Management and related areas in Brazil.Cocriao de valor prtica imperativa no ambiente do servio. Em certos casos uma condio de qualidade, e em outros, imprescindvel, como na educao. Entender a educao como encontro de servio no significa reduzir a importncia desta atividade. Diferenciar mercantilizao da educao de uma educao conduzida dentro da Lgica Dominante do Servio pertinente, visto que no entendimento deste estudo, os parmetros educacionais histricos so carregados de vis, qual pode ser substitudo por mtricas de qualidade, em parmetros concretos, com vistas maior qualidade de contedo possvel. Com base na Teoria da Autodeterminao e motivao acadmica dos alunos de graduao, o estudo busca identificar o ponto do ensino privado no qual o estudante como consumidor direcionado a uma realidade mais prxima da ideal para aprendizagem, onde o estudante um cocriador no locus educacional. Por interveno de Etnometodologia, atravs da tcnica de Vignettes, identificou-se como cocriao de valor se adapta ao setor de ensino. Os resultados destacam o papel da autodeterminao como elemento central para cocriao, atravs da motivao intrnseca (desejo de aprender) em sua tnue relao com motivao extrnseca (avaliao). Tambm que os estudantes podem ou no estar dispostos cocriar, o que se manifesta em trs comportamentos (os alunos que desejam interao, os que no interagem por falta de estmulo, e aqueles que no gostam do trabalho coletivo). O entendimento dos estudantes investigados sobre o que constitui valor limitado aos aspectos de utilitariedade, ao encontro de outros estudos desenvolvidos com estudantes de Administrao e reas afins no Brasil. DOI: 10.5585/remark.v11i3.2369Universidade Nove de Julho - Uninove2012-12-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1196410.5585/remark.v11i3.2369ReMark - Revista Brasileira de Marketing; v. 11, n. 3 (2012): setembro - dezembro; 124-1522177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/11964/5588Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessBrambilla, Flávio RégioDamacena, Cláudio2019-06-21T15:21:17Zoai:https://periodicos.uninove.br:article/11964Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T15:21:17REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in Marketing
Estudo Etnometodológico da Cocriação de Valor no Ensino Superior Privado de Administração com Base na Lógica Dominante do Serviço em Marketing
title Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in Marketing
spellingShingle Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in Marketing
Brambilla, Flávio Régio
Service Dominant Logic; Value Co-Creation; Self-Determination
Lógica Dominante do Serviço; Cocriação de Valor; Autodeterminação.
title_short Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in Marketing
title_full Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in Marketing
title_fullStr Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in Marketing
title_full_unstemmed Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in Marketing
title_sort Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in Marketing
author Brambilla, Flávio Régio
author_facet Brambilla, Flávio Régio
Damacena, Cláudio
author_role author
author2 Damacena, Cláudio
author2_role author
dc.contributor.author.fl_str_mv Brambilla, Flávio Régio
Damacena, Cláudio
dc.subject.por.fl_str_mv Service Dominant Logic; Value Co-Creation; Self-Determination
Lógica Dominante do Serviço; Cocriação de Valor; Autodeterminação.
topic Service Dominant Logic; Value Co-Creation; Self-Determination
Lógica Dominante do Serviço; Cocriação de Valor; Autodeterminação.
description Value Co-Creation is an imperative practice in the service environment. In some cases it is a quality condition, and in others it is crucial, as in education. Understanding education as a service encounter does not mean reducing the importance of this activity. Differentiating commodification of education and education conducted within the dominant logic of service is appropriate. In the understanding of this study, the parameters are loaded with educational historical bias, which can be replaced by quality metrics in concrete parameters, with a view to the greatest quality content possible. Based on Self-determination Theory and academic motivation of undergraduate students, the study seeks to identify the point where the private education student as a consumer is directed to a reality closer to the ideal for learning where the student is a co-creator in educational locus. With the intervention of Ethnomethodology, using the technique of Vignettes identified as co-creating value, we adapt to the educational sector. The results highlight the role of self-determination as central to co-creation, through intrinsic motivation (desire to learn) in tenuous relationship with extrinsic motivation (evaluation). Also, students may or may not be willing to co-create, which is manifested in three behaviors (students who want interaction, those who do not interact due to lack of stimulus, and those who do not like collective work). The understanding of the students surveyed about what constitutes value is limited to the aspects of utility, in keeping with other studies conducted with students of Management and related areas in Brazil.
publishDate 2012
dc.date.none.fl_str_mv 2012-12-26
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/11964
10.5585/remark.v11i3.2369
url https://periodicos.uninove.br/remark/article/view/11964
identifier_str_mv 10.5585/remark.v11i3.2369
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/11964/5588
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 11, n. 3 (2012): setembro - dezembro; 124-152
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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