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Co- creation of value
Theme group 4A
Dilemma:
Stakeholders
Goals & Resources
Intervention
customer experience
Communication
Stakeholders

Intervention
Limitations
Supply Chain Management & Coordination


Intervention plan
Limitations of the intervention
Dilemma: Stakeholders
Intervention
Think-Tank: Involvement of parties
Dilemma

Co-creation embedded in the Strategy:
Dilemma:

The Intervention
New Independent organization
Convincing management and shareholders of focusing on long-term.
Intervention participants
Stakeholders
Customers
Employees
Suppliers
Limitations of the intervention:
Finding the right people
Funding the company
Conservative companies
goals and resources
Motivation of
employees & companies
Employees
Suppliers
Customers
Companies
Introduce new IT-Department
How?
Time to implement
Very short term: several weeks
When?
When employees are trained
What is needed?
3 interactive actors: IT-department, customers, employees
Limitations of the intervention
Staff/employees need to be well-trained
Use of data received by customer
From a goods-dominant logic perspective
To a service-dominant logic perspective
Dilemma?
Stakeholders
Heineken intervention
Company




Consumer




Employee




Retailer

"improved because of you !!!"
customer willingness firm participation
so who is involved ?
firm



customer
non customer
intervention
limitations
3 - 5 years, of which:
2 - 3 years start-up & recruiting
1 - 2 years convincing process
Firm
Customers
Heineken Club
designing bar
testing & selecting
contracts
marketing strategy
Exclusivity
Not suitable for other segments
Goals & Resources
What?
When?
Not during recession
Time?
Elements of the intervention:
Knowledge of marketing
Experience with co-creation
Connections
Marketing expenses
Costs of the event
Stakeholder enthusiasm
Valuable output
Convincing employees
Think Tank?
Generator of ideas


Proactive


Division, entity or gatherings


External party
Intervention: Limitations
Uncertainty


Pro-activeness


Radicality