将价值共同创造带入实践-咨询支持案例.pdfVIP

PUTTING VALUE CO-CREATION INTO PRACTICE: A CASE FOR ADVISORY SUPPORT Schmidt-Rauch, Susanne, University of Zurich, Binzmuehlestrasse 14, 8050 Zurich, Switzerland, schmidt@ifi.uzh.ch Nussbaumer, Philipp, University of Zurich, Binzmuehlestrasse 14, 8050 Zurich, Switzerland, nussbaumer@ifi.uzh.ch Abstract The concept of value co-creation and its notion of the customer as co-creator of value have gained much academic interest, notably in marketing and operations research. While several competing perspectives h ave been conceptually discussed in literature, research on the practical implications of value co-creation is scarce. Using the example of sales-oriented advisory, we show gaps between existing co-creation concepts and current practice in five problem areas. We develop four general solution perspectives on the advisor-client encounter as guidelines to overcome these gaps and discuss design requirements of their technological instantiations in advisory support systems. We present exemplary implementations of such systems in two domains: travel counseling and financial advisory. Revealing the practical implications of value co-creation on advisory encounters, these examples also demonstrate that the solution perspectives have to be implemented quite differently for individual domains. Keywords: co-creation, collaboration, advisory, design research. 1 Introduction The concept of value co-creation and its notion of the customer as co-creator of value have gained much academic interest, notably in marketing and operations research. The underlying logic argues that value is not embedded in a firm’s output but defined by and co-created with the customer – the firm may only offer value propositions that must be determined and co-created by their clients. In the literature, th