The Co-Creative Network
ProcessCo-CreationService-OrientationValueNetworkManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of this thesis is to explore the co-creation process and how value is created based on a service orientation using a network perspective. The thesis is studied from a social-constructionist philosophy, using a qualitative approach of data collection and the theoretical framework includes network theories, theories of service-orientation and co-creation. We have conducted semi-structured interviews with a small firm and its network, which consists of a customer, a supplier and a partner. We found that Håkansson?s ARA framework combined with Ballantyne and Varey?s triangulation of value-creating activities help to acquire an understanding of the actors? bonds, the resources? ties and the activity links that exist in a network. This offers a more inclusive description of the co-creative process where the activities of communicative interaction, knowledge renewal and relationship development help to create value in the form of trust, resource rejuvenation and commitment. This is useful for both the individual actor and the network as a whole as they offer customized and responsive experiences in an ever-changing market.