APPLIES TO ACADEMIC YEAR 2014/2015

ELE 3739 Co-creation: co-creating customers

Responsible for the course
Tor Geir Kvinen

Department
Department of Leadership and Organizational Behaviour

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
Why and how can organizations learn from LEGO, Wikipedia, Nike, Kristiansand Zoo, Co-creation and others who use co-creation? Co-creation is when two or more partners make creative action of the products, services and experiences to create added value and/or innovation. Several companies achieve success through co-creation by inviting active users and the environment in as partners in user-driven production and user-driven innovation. It creates value to multiple parties from new forms of interaction, experiences and learning mechanisms.

All industries have increasingly focused on employee and customer orientation. In many cases, customers or users are co-producers and function as innovators with respect to products, services and experiences. The organization must facilitate creative action with its surroundings. Lego is one example of active use of co-creation. A few years ago Lego was close to bankruptcy, but through active involvement of customer’s innovation, the business was turned into a company with a profit of one billion Danish kroner. There are numerous examples of international, national and regional companies that use co-creation.

The course has a theoretical, research-based and practical approach to co-creation related to leadership, co-ownership and user and stakeholder involvement.

Learning outcome
Acquired knowledge
Students will acquire knowledge of co-creation through theories, models and methodological concepts and through practice of co-creation. Students will gain an understanding of where and how your business can establish co-creation with users, customers, guests and other stakeholders.

Acquired skills
Students will be able to use co-creation through the theories, concepts, processes and practices for increased innovation and customer satisfaction.

Reflection
The course will develop an understanding of scientific and practical use of co-creation as a tool.

Prerequisites
None

Compulsory reading
Books:
Prahalad, C. K., Venkat Ramaswamy. 2004. The future of competition : co-creating unique value with customers. Harvard Business School Press

Collection of articles:
Kvinen, Tor Geir. 2014. Artikkelsamling for Co-creation. Formidles via Itslearning

Recommended reading
Books:
Andreassen, Tor Wallin. 2006. Serviceledelse : planlegging og styring av sannhetens øyeblikk. 5. utg. Gyldendal akademisk
Boswijk, Albert, Thomas Thijssen, Ed Peelen. 2007. The experience economy : a new perspective. Pearson Education
Gilmore, James H., B. Joseph Pine II. 2007. Authenticity : what consumers really want. Harvard Business School Press
Mossberg, Lena M. 2007. Å skape opplevelser : fra OK til WOW!. Fagbokforlaget.

Course outline
Introduction and conceptual clarifications

• From raw materials to products, services, experiences and transformations
• Different types of co-creation with practical examples
• Co-creation design
• New forms of interaction, service and learning mechanisms

• Organizational structure and design
• Roles of co-creation
• Leadership, employee lockers, user involvement
• Motivation Factors
• Communication and drivers for co-creation
• Co-creation culture
• Co-creation and innovation
• User involvement and user-driven Innovation
• Incorporating partnership innovation in networks

• Social media, web sites, blogs, etc.

• Managers, employees, customers / guests
• Innovation
• Brand and reputation
• Economy