La co-creación y los nuevos retos de generación de valor que enfrentan las organizaciones
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2018v16n29.5014Palabras clave:
Co-creación, Creación de valor, Lógica dominante del servicio, MarketingResumen
A través de una visión analítica y reflexiva, se busca aclarar el concepto emergente de co-creación, sus ventajas, limitaciones, y los procesos que facilitan su aplicación. Se hace una revisión de la literatura académica desde los primeros estudios que plantearon diversas formas de co-crear en contraste con el paradigma de la Lógica Dominante del Servicio (LDS) en el marketing. En estudios recientes se señala que el cliente ya no puede verse como un elemento pasivo (el objetivo) sino que debe pasar a convertirse en un elemento activo (co-creador o co-productor) para las empresas. Para generar un valor sostenido en las organizaciones, el foco de las acciones de los gestores debe ser la creación de valor conjunta con sus clientes y no la exclusiva meta de aumentar las ventas de sus productos o servicios habitualmente diseñados de manera interna y cerrada.
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Referencias
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Auha, S.; Bell, S., McLeod, C., & Shih, E. (2007). Coproduction and customer loyalty in financial services. Journal of Retailing (83), 359-370.
Ballantyne, D., & Varey, R. (2006). Introducing a dialogical orientation to the service-dominant logic of marketing. The service-dominant logic of marketing: Dialog, debate, and directions, 224-235.
Bateson, J. (1985). Self‐Service Consumer: An Exploratory Study. Journal of Retailing, 61, 49-76.
Bettencourt, L.; Ostrom, A.; Brown, S., & Roundtree, R. (2002). Client coproduction in knowledgeintensive business services. California Management Review, 44(4), 100-128.
Bolton, R. N., & Saxena-Iyer, S. (2009). Interactive services: a framework, synthesis and research directions. Journal of Interactive Marketing, 91-104.
Bontis, N. (1998). Intellectual capital: an exploratory study that develops measures and models. Management Decision, 36(2), 63-76.
Carpenter, G.; Glazer, R., & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: the dependence on irrelevant attributes. Journal of Marketing, 31(agosto), 339-350.
Cook, S. (2008). The contribution revolution. Harvard Business Review, 86 (octubre), 60-69.
Copeland, M. (1923). Marketing Problems. New York: A.W.Shaw.
Ernst, H.; Hoyer, W.; Krafft, M., & Soll, J. (2010). Consumer idea generation. Working paper. Vallendar: WHU.
Fang, E. (2008). Customer participation and the trade-off between new product innovativeness and speed to market. Journal of Marketing, 72(4), 90-104.
Gebauer, H.; Johnson, M., & B., E. (2010). Value co-creation as a determinant of success in public transport services. Managing Service Quality, 20(6), 511-530.
González-Mieres, C., & Santos-Vijande, L. (2013). Innovación de servicio y co-creación con los clientes de la empresa: efectos sobre los resultados. Revista española de investigación y marketing ESIC, 17(2), 79-102.
Grönroos, C. (2008). Service logic revisited: Who creates value? and who co‐creates? European Business Review, 20(4), 298-314.
Grönroos, C. (2011). A service perspective on business relationships: The value creation, interaction and marketing interface. Industrial Marketing Management, 40(3), 240-247.
Grönroos, C., & Ravald, A. (2011). Service as business logic: implications for value creation and marketing. Journal of Service Management, 22(1), 5-22.
Hsieh, A.; Yen, C., & Chin, K. (2004). Participative Customersas Partial Employees and Service Provider Workload. International Journal of Service Industry Management, 15(2), 187- 199.
Joshi, A., & Sharma, S. (2004). Customer knowledge development: antecedents and impact on new product performance. Journal of Marketing, 63(3), 47-59.
Kelley, S., Donnelly, J., & Skinner, S. (1990). Customer Participation in Service Production and Delivery. Journal of Retailing, 66 (Falls), 315-335.
Kotler, P. (1967). Marketing Management Analysis, Planning, and Control. Englewood Cliffs, NJ: Prentice Hall.
Lago, A., & Sieber, S. (2016). Claves del éxito de un negocio colaborativo. IESE insight. Tercer trimestre (30).
Lengnick‐Hall, C.; Claycomb, V., & Inks, L. (2000). From Recipient to Contributor: Examining Customer Roles and Experienced Outcomes. European Journal of Marketing, 34 (March), 359-383.
Lindgreen, A.; Antioco, M.; Palmer, R., & Tim, V. (2009). High‐tech, innovative products: Identifying and meeting business customers’ value needs. The Journal of Business and Industrial Marketing, 24(3), 182-197.
Lovelock, C., & Young, R. (1979). Look to Consumers to Increase Productivity. Harvard Business Review, 57 (May/June), 168-176.
Maglio, P., & Spohrer, J. (2008). Fundamentals of Service Science. Journal of the Academy of Marketing Science, 36(1), 18-20.
McCarthy, E. (1960). Basic Marketing, A Managerial Approach. Homewood, IL: Richard D. Irwin.
Meuter, M.; Bitner, M.; Ostrom, A., & Brown, S. (2005). Choosing Among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self‐Service Technologies. Journal of Marketing, 69(2), 61-83.
Mills, P.; Chase, R., & Margulies, N. (1983). Motivating the Client/Employee System as a Service Production Strategy. Academyof Management Review, 8 (April), 301-310.
Möller, K. (2006). Role of competences in creating customer value: A value creation logic approach. Industrial Marketing Management, 25(8), 913-924.
Nystrom, P. (1915). The Economics of Retailing (Vol. 1 and 2). New York: Ronald Press.
O’Hern, M., & Rindfleisch, A. (2009). Customer co-creation: a tipology and research agenda. Review of Marketing Research, 6, 84-106.
O'Hern, M., & Rindfleisch, A. (2008). Customer co-creation: A typology and research agenda. Working paper, Winscons Innovation. Winsconsin School of Business.
Ordanini, A.; Miceli, L.; Pizzetti, M., & Parasuraman, A. (2011). Crowd-funding: transforming customers into investors through innovative service platforms. Journal of Service Management, 22(4), 443-470.
Ostrom, A. B.; Brown, S.; Burkahard, M.; Smith- Daniels, V.; Demirkan, H., & Rabinovich, E. (2010). Moving forward and making a difference: research priorities for the science of service. Journal of Service Research, 13(1), 4-36.
Payne, A.; Storbacka, K., & Frow, P. (2008). Managing the co‐creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
Prahalad, C. R. (2000). Co-opting customer competence. Harvard Business, 78(1), 79-87.
Prahalad, C., & Ramaswamy, V. (2004). Co- Creation Experiences: The next practice in
value creation. Journal of Interactive Marketing, 18(73), 5-14.
Quero, M., & Ventura, R. (2014). Análisis de las relaciones de Co-creación de valor. Un estudio de casos de crowd funding. Universia Business Review, Tercer trimestre, 128-143.
Rodríguez, N. G.; Álvarez, B. Á., & Vijande, M. L. (2011). Aplicación de la Lógica Dominante del Servicio (LDS) en el sector turístico: el marketing interno como antecedente de la cultura de co-creación de innovaciones con clientes y empleados. Cuadernos de gestión, 11(2), 53-75.
Russo-Spena, T., & Mele, C. (2012). "Five Co-s" in innovating: a practice-based view. Journal of Service Management, 23(4), 527-553.
Sawhney, M.; Verona, G., & Prandelli, E. (2005). Collaborating to compete: the Internet as platform for customer engagement in product innovation. Journal of Interactive Marketing, 19 (otoño), 4-17.
Schneider, B., & Bowen, D. (1995). Winning the Service Game. Boston, MA: Harvard Business School Press.
Schwab, K. (2016). The Fourth Industrial Revolution. New York: Crown Business.
Simonson, I. (2005). Determinants of customers’ responses to customized offers: conceptual framework and research propositions. Journal of Marketing, 69 (enero), 32-45.
Stewart, T. A. (1997). Intellectual Capital: The New Wealth of Organizations. New York: Doubleday.
Sveiby, K. E. (1997). The new organizational wealth. San Francisco: Berett-Koehler.
Van Doorn, J.; Lemon, K.; Mittal, V.; Nab, S.; Pick, D., & Verhoef, P. (2010). Customer enagement behaviour: theoretic foundations and research directions. Journal of Service Research, 13(3), 253-266.
Vargo, S., & Lusch, R. (2004). The service‐dominant logic of marketing. Journal of Marketing, 68, 224-235.
Vargo, S., & Lusch, R. (2004a). Evolving to a New Dominant Logic for Marketing. Journa of Marketing, 68(1), 1-17.
Vargo, S., & Lusch, R. (2008). Service-Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
Verhoef, P. C.; Beckers, S. F., & van Doorn, J. (2013). Understand the perils of Co-Creation. Harvard Business Review.
Weld, L. D. (1917). The Marketing of Farm Products. Journal of Political Economy, 25(2), 204-208.
Zhang, X., & Chen, R. (2006). Customer participative chain: linking customers and firm to co-create competitive advantages. Management Review, 18(1), 51-56.
Zwass, V. (2010). Co-creation: toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, 15(1), 11-48.
Zwick, D.; Bonsu, S., & Darmody, A. (2008). Putting consumers to work. Co-creation and new marketing govern mentality. Journal of Consumer Culture, 8(2), 163-196.
Auha, S.; Bell, S., McLeod, C., & Shih, E. (2007). Coproduction and customer loyalty in financial services. Journal of Retailing (83), 359-370.
Ballantyne, D., & Varey, R. (2006). Introducing a dialogical orientation to the service-dominant logic of marketing. The service-dominant logic of marketing: Dialog, debate, and directions, 224-235.
Bateson, J. (1985). Self‐Service Consumer: An Exploratory Study. Journal of Retailing, 61, 49-76.
Bettencourt, L.; Ostrom, A.; Brown, S., & Roundtree, R. (2002). Client coproduction in knowledgeintensive business services. California Management Review, 44(4), 100-128.
Bolton, R. N., & Saxena-Iyer, S. (2009). Interactive services: a framework, synthesis and research directions. Journal of Interactive Marketing, 91-104.
Bontis, N. (1998). Intellectual capital: an exploratory study that develops measures and models. Management Decision, 36(2), 63-76.
Carpenter, G.; Glazer, R., & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: the dependence on irrelevant attributes. Journal of Marketing, 31(agosto), 339-350.
Cook, S. (2008). The contribution revolution. Harvard Business Review, 86 (octubre), 60-69.
Copeland, M. (1923). Marketing Problems. New York: A.W.Shaw.
Ernst, H.; Hoyer, W.; Krafft, M., & Soll, J. (2010). Consumer idea generation. Working paper. Vallendar: WHU.
Fang, E. (2008). Customer participation and the trade-off between new product innovativeness and speed to market. Journal of Marketing, 72(4), 90-104.
Gebauer, H.; Johnson, M., & B., E. (2010). Value co-creation as a determinant of success in public transport services. Managing Service Quality, 20(6), 511-530.
González-Mieres, C., & Santos-Vijande, L. (2013). Innovación de servicio y co-creación con los clientes de la empresa: efectos sobre los resultados. Revista española de investigación y marketing ESIC, 17(2), 79-102.
Grönroos, C. (2008). Service logic revisited: Who creates value? and who co‐creates? European Business Review, 20(4), 298-314.
Grönroos, C. (2011). A service perspective on business relationships: The value creation, interaction and marketing interface. Industrial Marketing Management, 40(3), 240-247.
Grönroos, C., & Ravald, A. (2011). Service as business logic: implications for value creation and marketing. Journal of Service Management, 22(1), 5-22.
Hsieh, A.; Yen, C., & Chin, K. (2004). Participative Customersas Partial Employees and Service Provider Workload. International Journal of Service Industry Management, 15(2), 187- 199.
Joshi, A., & Sharma, S. (2004). Customer knowledge development: antecedents and impact on new product performance. Journal of Marketing, 63(3), 47-59.
Kelley, S., Donnelly, J., & Skinner, S. (1990). Customer Participation in Service Production and Delivery. Journal of Retailing, 66 (Falls), 315-335.
Kotler, P. (1967). Marketing Management Analysis, Planning, and Control. Englewood Cliffs, NJ: Prentice Hall.
Lago, A., & Sieber, S. (2016). Claves del éxito de un negocio colaborativo. IESE insight. Tercer trimestre (30).
Lengnick‐Hall, C.; Claycomb, V., & Inks, L. (2000). From Recipient to Contributor: Examining Customer Roles and Experienced Outcomes. European Journal of Marketing, 34 (March), 359-383.
Lindgreen, A.; Antioco, M.; Palmer, R., & Tim, V. (2009). High‐tech, innovative products: Identifying and meeting business customers’ value needs. The Journal of Business and Industrial Marketing, 24(3), 182-197.
Lovelock, C., & Young, R. (1979). Look to Consumers to Increase Productivity. Harvard Business Review, 57 (May/June), 168-176.
Maglio, P., & Spohrer, J. (2008). Fundamentals of Service Science. Journal of the Academy of Marketing Science, 36(1), 18-20.
McCarthy, E. (1960). Basic Marketing, A Managerial Approach. Homewood, IL: Richard D. Irwin.
Meuter, M.; Bitner, M.; Ostrom, A., & Brown, S. (2005). Choosing Among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self‐Service Technologies. Journal of Marketing, 69(2), 61-83.
Mills, P.; Chase, R., & Margulies, N. (1983). Motivating the Client/Employee System as a Service Production Strategy. Academyof Management Review, 8 (April), 301-310.
Möller, K. (2006). Role of competences in creating customer value: A value creation logic approach. Industrial Marketing Management, 25(8), 913-924.
Nystrom, P. (1915). The Economics of Retailing (Vol. 1 and 2). New York: Ronald Press.
O’Hern, M., & Rindfleisch, A. (2009). Customer co-creation: a tipology and research agenda. Review of Marketing Research, 6, 84-106.
O'Hern, M., & Rindfleisch, A. (2008). Customer co-creation: A typology and research agenda. Working paper, Winscons Innovation. Winsconsin School of Business.
Ordanini, A.; Miceli, L.; Pizzetti, M., & Parasuraman, A. (2011). Crowd-funding: transforming customers into investors through innovative service platforms. Journal of Service Management, 22(4), 443-470.
Ostrom, A. B.; Brown, S.; Burkahard, M.; Smith- Daniels, V.; Demirkan, H., & Rabinovich, E. (2010). Moving forward and making a difference: research priorities for the science of service. Journal of Service Research, 13(1), 4-36.
Payne, A.; Storbacka, K., & Frow, P. (2008). Managing the co‐creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
Prahalad, C. R. (2000). Co-opting customer competence. Harvard Business, 78(1), 79-87.
Prahalad, C., & Ramaswamy, V. (2004). Co- Creation Experiences: The next practice in
value creation. Journal of Interactive Marketing, 18(73), 5-14.
Quero, M., & Ventura, R. (2014). Análisis de las relaciones de Co-creación de valor. Un estudio de casos de crowd funding. Universia Business Review, Tercer trimestre, 128-143.
Rodríguez, N. G.; Álvarez, B. Á., & Vijande, M. L. (2011). Aplicación de la Lógica Dominante del Servicio (LDS) en el sector turístico: el marketing interno como antecedente de la cultura de co-creación de innovaciones con clientes y empleados. Cuadernos de gestión, 11(2), 53-75.
Russo-Spena, T., & Mele, C. (2012). "Five Co-s" in innovating: a practice-based view. Journal of Service Management, 23(4), 527-553.
Sawhney, M.; Verona, G., & Prandelli, E. (2005). Collaborating to compete: the Internet as platform for customer engagement in product innovation. Journal of Interactive Marketing, 19 (otoño), 4-17.
Schneider, B., & Bowen, D. (1995). Winning the Service Game. Boston, MA: Harvard Business School Press.
Schwab, K. (2016). The Fourth Industrial Revolution. New York: Crown Business.
Simonson, I. (2005). Determinants of customers’ responses to customized offers: conceptual framework and research propositions. Journal of Marketing, 69 (enero), 32-45.
Stewart, T. A. (1997). Intellectual Capital: The New Wealth of Organizations. New York: Doubleday.
Sveiby, K. E. (1997). The new organizational wealth. San Francisco: Berett-Koehler.
Van Doorn, J.; Lemon, K.; Mittal, V.; Nab, S.; Pick, D., & Verhoef, P. (2010). Customer enagement behaviour: theoretic foundations and research directions. Journal of Service Research, 13(3), 253-266.
Vargo, S., & Lusch, R. (2004). The service‐dominant logic of marketing. Journal of Marketing, 68, 224-235.
Vargo, S., & Lusch, R. (2004a). Evolving to a New Dominant Logic for Marketing. Journa of Marketing, 68(1), 1-17.
Vargo, S., & Lusch, R. (2008). Service-Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
Verhoef, P. C.; Beckers, S. F., & van Doorn, J. (2013). Understand the perils of Co-Creation. Harvard Business Review.
Weld, L. D. (1917). The Marketing of Farm Products. Journal of Political Economy, 25(2), 204-208.
Zhang, X., & Chen, R. (2006). Customer participative chain: linking customers and firm to co-create competitive advantages. Management Review, 18(1), 51-56.
Zwass, V. (2010). Co-creation: toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, 15(1), 11-48.
Zwick, D.; Bonsu, S., & Darmody, A. (2008). Putting consumers to work. Co-creation and new marketing govern mentality. Journal of Consumer Culture, 8(2), 163-196.
Publicado
2021-03-03
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La co-creación y los nuevos retos de generación de valor que enfrentan las organizaciones. (2021). Criterio Libre, 16(29), 165-182. https://doi.org/10.18041/1900-0642/criteriolibre.2018v16n29.5014
