Download PDF (English) - Future Ideas

More documents

Recommendations

Info

Master thesis Business Administration, Specialization: Strategy & Organization Supervisor: Prof. Dr. T. Elfring Joost de Boer Student number 1517597 each organization itself. However, due to restrictions in both time and the availability of participants, some of these cases will come short in this number, as explained further in section § 3.2.3. § 3.2.2 | Selection criteria To make a proper selection between organizations that are relevant for this research and organizations that are not, a fixed set of selection criteria has been determined. There are four conditions that an organization has to comply with in order to get adopted in the data set. First, only cases of service-‐based organizations are selected: these organizations are mainly reliable on their innovation departments (instead of research and development) in order to develop new services. Second, these service-‐based organizations must have an innovation and/or marketing department, and (1) have the ambition of adopting co-‐creation in their organization or (2) having already adopted co-‐creation in their marketing and/or innovation strategies. Third, there will be no discrimination based on the size of the organization: while small organizations might indicate a higher potential in creativity, larger organizations might include large marketing and innovation departments that both use co-‐creation. Considering the exploratory nature of this research and given the fact that all cases, small, middle and large firms, might provide interesting results, there is no discrimination on organizational size. Also, subsidiaries of larger organizations can be included in the sample (Almeida and Phene 2004). Fourth, to make sure generalization of data is possible, the focus of this research will be on organizations that operate mostly in a business-‐to-‐consumer (B2C) context; however, organizations that do so in a business-‐to-business (B2B) contexts will not necessarily be excluded. Organizations that use co-‐creation as a bridge between their marketing and innovation department and a consumer, will probably find more obstacles on their way than organizations that interact with other businesses (Enkel, Kausch et al. 2005). Next, criteria for individual case selection must be set. These criteria are applied when organizational cases are identified, and individual samples must be picked. The focus of this research is to provide a clear picture of the marketing and innovation departments of the organization using co-‐creation; therefore, it will not only focus on managers of the departments, but mainly on employees in general that are involved in co-‐creation processes. Co-‐creation is something that is done by the entire department together with the consumer, so it is important to also include employees. § 3.2.3 | Selected cases and sample characteristics In line with the selection criteria and methods of sampling, five service-‐based organizations were approached for the empirical section of this research. This section offers an overview of these organizations, along with the participants that were interviewed to gather empirical data. Due to corporate non-‐disclosure policies, the names of both the organizations and the interviewed employees are not to be mentioned in this research. Instead of company names, companies have got assigned a letter (A to E) and a symbol that refers to the industry they operate in. Next, the number of participants per organization is mentioned, as well as the context in which they primarily operate: business-‐to-‐business (B2B) or business-‐to-‐customer (B2C). Some organizations operate both in a B2B as in a B2C context: in this case, both are mentioned. 29
Master thesis Business Administration, Specialization: Strategy & Organization Supervisor: Prof. Dr. T. Elfring Joost de Boer Student number 1517597 Company A: Industry: Insurance | Context: B2C/B2B |Participants: 2 | Total number of employees: app. 20.000 | Participants: Concept and Proposition Developer and Manager Innovations Company A is a large insurance company in The Netherlands, and is part of a larger holding company that employs over 20.000 persons in Europe. Focusing both on private and business customers, Company A offers a diverse number of insurances and has started using co-‐creation almost three years ago, increasing its use ever since. Co-‐creation is now standard procedure when new propositions or services are developed. Company B: Industry: Mobile Network operator | Context: B2C | Participants: 4 | Total number of employees: 35 | Participants: Brand Manager, Manager Development, Manager Acquisition, Manager Communications Company B is a daughter company of one of the largest telecommunications and ICT Service Providers in The Netherlands. The company’s philosophy is that they want to stand next to their customers, and not above them. They (co-‐)created their own ‘Society’, formed by the organization’s customers and its employees. Company C Industry: Information Technologies | Context: B2B | Participants: 4 | Total number of employees: 12.000 Participants: Global Practice Manager, Product Manager <strong>Future</strong> Ready Workspaces, Vertical Market Manager, Business Development Manager Since 2007, Company C is a subsidiary of the same holding company as Company B, operating solely in a B2B environment. It is the largest ICT-‐service provider in the Benelux, providing organizations with workspaces, connectivity solutions, datacenters and advisory. Despite that because of its B2B nature most products are custom designed, participants said the organization started making use of co-‐creation only two years ago. Company D Industry: Aviation | Context: B2C | Participants: 2 | Total number of employees: 32.000 | Participants: Director Product Strategy, Director Business Innovation Becoming one of the largest aviation companies in the world, Company D is a Dutch airline operator that recently merged with a French aviation company. Company D has experience with several co-creation projects with their clients, as well with employees. Company E Industry: Internet | Context: B2C/B2B | Participants: 2 | Total number of employees: 200-‐300 | Participants: Product Manager, Online Marketeer Being the third organization in this research that is a daughter corporation of the same Telecommunications and ICT Service Provider, it is one of the first internet providers in The Netherlands, and is still known for its premium quality and customer service. It offers both private and business customers internet, Voice over IP solutions, mobile internet, and hosting solutions, and attempts to involve their customers through co-‐creation. 30
Page 1 and 2: Idea generation ********** Idea dif
Page 3 and 4: Master thesis (in progress) Bus
Page 27: Master thesis Business Administr
Page 31 and 32: Master thesis Business Administr
Page 79 and 80:
Master thesis Business Administr
Page 81:
Master thesis Business Administr
show all

Download PDF (English) - Future Ideas

Create successful ePaper yourself

Delete template?

Save as template?