Paper
Co-Creation Channel: A Concept for Paradigm Shift in Value Creation
- Authors:
- Sunishtha Dhaka; Davis Lazarus; Anupam Krishna
- Abstract
- The role of consumers in value creation across the value chain has increased and has become vital in recent times. Engaging consumers to co-create value has been largely appreciated but systematic applicability has not been found in businesses. The problem has been its fragmentary approach, with lack of synergy and vision to use it as a sustainable competitive advantage for the firm. The current research proposes a new holistic concept of ‘Co-Creation Channel’ to address these issues. The consumer insights on certain aspects of co-creation channel have been obtained through a series of ten ‘Focus Group Interviews’, carried across four major metros in India. The study has brought forward the key attributes of a successful co-creation channel and its derived benefits for the consumers. A phenomenon called ‘Engagement Paradox’ has also been identified as an outcome of this study. The study has important managerial implications. It provides direction for future research to develop the concept of ‘co-creation channel’. This paper becomes very valuable, as the concept of ‘co-creation channel’ has been found to be an ingredient in strategic value chain.
- Keywords
- Co-Creation; Co-Creation Channel; Customer Engagement; Engagement Platforms; Engagement Paradox; Value Chain
- StartPage
- 14
- EndPage
- 21
- Doi