La co-creación y los nuevos retos de generación de valor que enfrentan las organizaciones
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Palabras clave

Co-creación
Creación de valor
Lógica dominante del servicio
Marketing

Cómo citar

SÁNCHEZ GONZÁLEZ, C., & PRADA ARAQUE, D. (2019). La co-creación y los nuevos retos de generación de valor que enfrentan las organizaciones. Criterio Libre, 16(29), 165 - 182. https://doi.org/10.18041/1900-0642/criteriolibre.2018v16n29.5014

Resumen

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.

https://doi.org/10.18041/1900-0642/criteriolibre.2018v16n29.5014
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E-Pub
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