Value Co-Creation and Social Network Analysis on a Network Engagement Platform

Abstract

Este artigo pode ser copiado, distribuído, exibido, transmitido ou adaptado desde que citados, de forma clara e explícita, o nome da revista, a edição, o ano e as páginas nas quais o artigo foi publicado originalmente, mas sem sugerir que a RAM endosse a reutilização do artigo. Esse termo de licenciamento deve ser explicitado para os casos de reutilização ou distribuição para terceiros. Não é permitido o uso para fins comerciais. HELLEN CLAUDIA DONATOUniversidade Nove de Julho (Uninove), São Paulo -SP, Brazil. MILTON CARLOS FARINA 64Hellen Claudia Donato, Milton Carlos Farina, Denis Donaire, Isabel Cristina dos Santos ABSTRACT Purpose: The study identifies value co-creation resulting from the influence of relationships, using the DART model, on an engagement platform in a specific network of companies in the Great ABC Region, which does not allow competition, that is, only one company by activity sector and contemplates different business segments with the objective of mutual benefit. Originality/value: A gap in theory regarding value co-creation based on the relationship in the cooperation network with different segments, in which clients are independent organizations. Design/methodology/approach: The research is a descriptive case study of a network named co-creative. The data were obtained from the centrality and density metrics, from the social networks analysis (SNA), besides the information obtained from the document analysis, the nonparticipant observation technique and interviews with the network components. Findings: There were 12 results of co-creation of values, of which five were completed: development of Biblical APP, personal marketing for digital media, opening of a company in search of financial resources, digital marketing with animation for corporate videos and Coaching specialized in self-esteem for men and women. These results of co-creations were analyzed based on the relationships of the engagement platform provided by the network. Another six co-creations are underway and one under study. KEYWORDSValue co-creation. Business networks. DART model. Social network analysis. Engagement plataform.Value co-creation and social network analysis on a network engagement platform Revista de

Gamification as a New Trend in the Co-Creation Process

“…Prahalad and Ramaswamy (2004a) state that, as far as the co-creation process is concerned, one of the suggested dimensions is dialogue because it is a natural communication channel to interact with the co-creators. Therefore, we consider that this conscience of communication of sorts doesn't enable the co-creation process; however, it can be fought by social media, thus, opening a "co-creative network" ( Donato, Farina, Donaire, & Santos, 2017).…”

A Proposed Model of Value Co-Creation Through Multi-Stakeholder Collaboration in Domestic Product Development

“…The DART model is one of the earliest models that highlight the concept of value co-creation and often used in general, to consider the value co-creation in developing service or product (Ahmad & Mukhtar, 2017). There are four elements of action in DART models (Figure 1) such as comprise of several activities; dialogue, access, risk assessment and transparency (Prahalad & Ramaswamy, 2004a;Mazur & Zaborek, 2014;Donato et al, 2017). While Solakis et al (2017) argue that value co-creation and DART model mainly are based on a dialogical process between equal partners, companies should enable themselves to become a better entity who was engaging a collaborative model (Alamanda et al, 2015).…”

Social co-creation acceptance among females in Saudi Arabia

“…From the social commerce literature perspective, the greatest focus has been on SM behaviour in relation to social health (Hanson et al, 2011), social learning (Park, 2009), and social commerce (Abed et al, 2015;Makki & Chang, 2015). Very few studies have focused on social co-creation acceptance (Donato et al, 2017), despite the fact that SM provides firms with opportunities to establish new business models around social co-creation. Few studies in the literature discuss the particular role of females in SM (AlGhamdi & Reilly, 2013).…”

“…The collaborative actions of co-creation between brands and customers generate the value in service-dominant (S-D) logic (T. Zhang et al, 2018). Donato et al (2017) have argued that value co-creation offers information to the organization using mechanisms, activities, procedures, interactions, and tasks. Rooted with this process, the interaction exists between people and firms differentiate itself as a culture to classify a network on a platform.…”