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School of Business | Department of Management Studies | Organization and Management | 2016
Thesis number: 14386
Unveiling the curtain of co-creation: An ethnographic study about co-creation process
Author: Husso, Henna
Title: Unveiling the curtain of co-creation: An ethnographic study about co-creation process
Year: 2016  Language: eng
Department: Department of Management Studies
Academic subject: Organization and Management
Index terms: johtaminen; management; arvoketju; value chain; bottom of the pyramid; bottom of the pyramid; markkinat; markets; liiketalous; business economics; kumppanuus; partnership; etnografia; ethnography
Pages: 110
Full text:
» hse_ethesis_14386.pdf pdf  size:2 MB (2064050)
Key terms: co-creation; BOP markets; business - NGO partnerships; ethnography
Abstract:
Objectives: The first objective in this research is to fill the knowledge gap on co-creation at the base of the pyramid; how diverse actors from different sectors come together and work for the mutual cause of creating inclusive business. Is there a need for NGO partnerships when going into BOP markets and what are the possible challenges, opportunities and benefits in these partnerships? The study tries to answer these questions by identifying the essential features and elements of co-creation on the bases of a literature review and empirical evidence.

Methodology: In this ethnographic study, I have applied methods of free observation (Vilkka, 2006), both non-participatory and participant, in order to gain as reliable research results as possible. Data gathering methods in this study have been video and audio recording with field notes. In addition, a baseline survey and questionnaires were conducted. The analysis of this study was done by coding all the data into themes.

Results: The study reveals several factors that influence co-creation processes, and suggests a new framework for the co-creation processes. The main hindrances found were challenges in relationships, interaction, power relations, cultural differences and organizing challenges in the co-creation process. The main enhancers found were the unique circumstances of this co-creation process and the support the companies got through this process as well as the benefits from the NGO collaboration. Finally, I suggest an ecosystem framework for the co-creation process that allows the process to evolve in an organic way.
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