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Master thesis Business Administration, Specialization: Strategy & Organization Supervisor: Prof. Dr. T. Elfring Joost de Boer Student number 1517597 Indien niet genoemd: wat zijn de rollen van de innovatie en marketingafdeling hierin? Hoe ziet u de betrokken afdelingen in de toekomst functioneren? Blijven die gescheiden, of gaan die meer samenwerken? Wat is hiervoor nodig? Involved external parties Types of co-‐creation Impediments, changes or problems in the organization Staat de organisatie open voor initiatieven van buitenaf, bijvoorbeeld die van haar klanten of experts? In hoeverre wordt de input van een stakeholder serieus genomen? Hoe staat u tegenover directe samenwerking met stakeholders? En tot op welke hoogte? Wat zijn de gevolgen geweest van het betrekken van stakeholders bij bepaalde processen in de organisatie? Zijn er dingen veranderd? Wat vinden stakeholders ervan om betrokken te worden? Draagt het bij aan meer waarde voor die klant, bijvoorbeeld in betere relatie? In hoeverre en hoe werkten verschillende afdelingen (die hierboven genoemd zijn) samen voordat co-‐creatie in de organisatie werd toegepast? Hoe verliep deze samenwerking? Is er een beleid in de organisatie om samenwerking tussen afdelingen te bevorderen? Waarom wel/niet? Hoe gaat dit in zijn werk? Hoe zou u dit het liefst zien? Is de samenwerking tussen deze afdelingen veranderd als gevolg van het toepassen van co-creatie? In hoeverre maakt uw organisatie op dit moment gebruik van co-‐creatie? In welke vorm doet de organisatie dit? Hoe vind u dat de organisatie scoort op de punten van het DART-‐Model: Dialogue, Access, Risk and benefit en Transparency? Zijn er problemen die u tegenkomt bij het samenwerken tussen de afdelingen? Zo ja, welke en waar ligt dat aan? Hoe worden deze problemen opgelost? Wat zou u in de organisatie willen veranderen om samenwerking tussen afdelingen te bevorderen en/of te verbeteren? Welke rol zou co-‐creatie hierin kunnen spelen? Hebben de diverse afdelingen een verschillende kijk op co-‐creatie? Zo ja: waardoor komt dat? Hebben ze een ander doel voor ogen? Zijn er sinds de implementatie van co-‐creatie dingen binnen de organisatie veranderd die vooraf niet verwacht waren te veranderen (neveneffecten)? Zijn er bepaalde wijzigingen in de organisatie doorgevoerd om co-‐creatie mogelijk te maken? * NOTE: the sequence of questions as shown in this table is not necessarly the same as the sequence of the questions that were asked during interviews. 81
Master thesis Business Administration, Specialization: Strategy & Organization Supervisor: Prof. Dr. T. Elfring Joost de Boer Student number 1517597 Appendix B: Definition of co-creation by interviewees Participant Who to co-‐create with? Where should it be used for? A01. Customers or employees New products/Inside the organization A02. Customers, employees Getting closer to the customer C01. External parties Innovating new-‐ and improving existing products C02. Other people, in the broadest sense. C03. Companies, communities or people C04. Internally with employees, externally with customers. The entire value chain of an industry Creation something Products, services of Creating new ideas or concepts, thinking out of the box Essence Thinking about what the organization can improve, together with the customer. And as far as I see, if there has to change something inside the organization, it can also be done with employees. But until now, I mostly consider co-‐creation as what we do together with the customer. We have always done it, since 1900. But we’ve lost it along the way. People get a lot of money out of it by calling it a hype. The only hype are the technological developments; but the phenomena of developing something together is as old as the way to Rome. It’s just common sence. Co-‐creation is all innovation that is not done in a regular way. And the regular way is: innovation with supplying partners, innovations that are demanded by our customers, and our internal delivery processes. The rest of it is co-‐creation. It’s in our nature to find out things for ourselves; something that is found by another person is often not enough. What I understand by co-‐creation is that you create something new together. Developing something together. But not anymore from the internal organization; it’s not inside-‐out anymore, it’s outside-‐in. The beauty of internal co-‐creation is that it involves multiple departments or divisions, and allows them to think out of the box. But it can also be used to start a dialogue together with other companies, making a value chain analysis and create new concepts or ideas. B01. Customer Continuous dialogue Getting to something, together with your consumer. Step 1 is to start doing something together with your consumer, how you do it is step 2. B02. Target population Every stadium of the production process B03. Customers Developing products or services Determining a product for and together with its target population, and bringing that product to the market. Developing products or services together with customers. But also commercials and other things. B04. Target population Developing products Developing the product together with the brand and the target population D01. Customers or external parties Developing propositions D02. Customers, suppliers, employees, specialists and the public Developing something E01. Customers Developing products and services E02. Customers and people from within the organization Developing and testing services and products, seeking for possible improvements Development of certain product propositions, together with customers or externals It is a fashionably term for something we have been doing for years already. However, web 2.0 enables us to do new things. – We also have a public function, and co-‐creation improves our dialogue with potential customers. Customers provide us with useful information, but we also have to provide customers with our insights and information in return. An online platform that enables organizations to interact with their customers, and to have a discussion about the organization and its products or services. Appendix II: Definition of co-‐creation by interviewees 82
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