Elementos estruturais de viabilização para o processo de cocriação de valor entre empresas e consumidores

• Ano de defesa: 2011
• Autor(a) principal: Dietrich, Jorge Fernando
• Orientador(a): Brasil, Vinícius Sittoni
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO DE EMPRESAS; MARKETING; PRODUTOS - CRIAÇÃO; CONSUMIDORES; VALOR (FINANÇAS)
• Link de acesso: http://hdl.handle.net/10923/1261

Many aspects of the marketing have been discussed over the last three decades, such as the evolvement of the consumer in the processes of value creation (GRÖNROOS, 2006). Presented by Vargo and Lusch (2004a) the Service-Dominant Logic emphasizes that consumers structure their critic evaluation of products and services while-in-use of them. The concept of value-in-use, derived from the Service-Dominant Logic, along to the consumers increased level of information, easy access to communication network and feeling of empowerment, was the starting point to the concept of co-creation of value between companies and consumers, attracting attention and motivating studies from marketing academy (PRAHALAD; RAMASWANY, 2004). This work presents a qualitative research with two case studies, Whirlpool and Tramontina, aiming to analyze how the enablers elements of co-creation – value-culture, market, products and company skills – influence them on shared creation of value with their consumers. The analysis of primary data, derived from interviews with the company management, and secondary data, derived from researched documents, have became an important set of findings for understanding the topic. It has been observed that the conceptual structure proposed had a high level of adherence in the researched studies, besides the evidences of a new enabler element – relation to the brand – and the born of two indexers, management model and co-creation process. As implications of this result, it’s suggested an alteration of the initial considered structure, including the potential enabler element and a reflection regarding co-creation and the two companies analyzed. Finally, the academic implications of the study are presented, as well as its limitations and recommendations for further studies.