Co-creation within the context of a telecommunication brand: is yorn perceived as a co-creating Brand and what should yorn do to enhance co-creation?

• Autor(a) principal: Gonçalves, Beatriz Graça
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/69081
• topic: Co-creation of value; Co-creation of experience; yorn; Telecommunications; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Co-creation has been a subject of extensive research since the early 2000s. This new paradigm conceptualizes the customer as an integral part of the value creation process. However, researchers struggle to define a universal definition. As a starting point for this research, we define co-creation as “joint collaborative activities by parties involved in direct interactions, aiming to contribute to the value that emerges for one or both parties” (Grönroos, 2012, p.1523). The purpose of this Work Project was to understand how co-creation is being developed within the context of the telecommunication brand Yorn and what Yorn should do to enhance co-creation. Two studies were developed based on qualitative in-depth interviews, one with brand engaged consumers and the other with Yorn managers. The research demonstrates that Yorn cannot be considered a co-creating brand, nevertheless, the brand is able to develop this approach to the market. Therefore, based on insights retrieved from this Work Project, we leave some recommendations that may assist Yorn managers in evolving from co-creation of experience to co-creation of value.