Model for evaluating the maturity degree of value-buying practices in product development
DOI:
https://doi.org/10.5007/1518-2924.2018v23nespp60Keywords:
Co-creation of Value, Maturity Model, Product Development, Customer Participation, InnovationAbstract
With the popularization of the Internet and the change in consumer profile, in which they are more informed and participatory, companies have realized the opportunity to interact closely with customers. The co-creation of value then arises. Value creation allows the consumer to actively participate in value creation with the company, resulting in assertiveness in the launch of products, better understanding of the customer, faster product launches, etc. However, the use of this strategy is still unclear, and this is the purpose of this work, to propose a model for measuring the maturity in value creation, with which companies can identify what is necessary to include the client in the innovation process, and the improvements needed to achieve a higher level of maturity in this activity. In order to create the model, a bibliographic study was carried out and for its evaluation, a single case interview and a statistical analysis were carried out with a sample of 13 industries. The proposed model is unprecedented. After the interview and analysis of the data, it was concluded that there is correlation between the variables of the model and that part of the variables explain the results of the co-creation. That is, the maturity model for value creation (MMCV) was valid, since it presented good results, even with the limitation of the sample number.Downloads
References
ALLEN, Stephen; BAILETTI, Tony; TANEV, Stoyan. Components of co-creation. Open Source Business Resource. 2009.
AYUNIA, Shinta. Measuring the unmeasured: na exploratory study of customer co-creation. 2013. 127 f. Dissertação (Management of Technology) – Delft University of Technology, Delft, Holanda. 2013.
BECKER, Jorg; KNACKSTEDT, Ralf; POPPELBUB, Jens. Developing maturity models for IT management. Business & Information Systems Engineering, Alemanha, v. 1, n. 3, p. 213-222, jun. 2009.
CERVO, Amado L.; BERVIAN, Pedro A. Metodologia Científica. São Paulo, Prentice Hall, 2002.
COOPER, Robert G. Stage-gate systems: a new tool for managing new products. Business Horizons, v. 33, n. 3, p.44-54, jun. 1990.
DIETRICH, Jorge Fernando; BRASIL, Vinícius Sittoni; FRIO, Ricardo Saraiva. O processo de co-criação de valor entre empresas e consumidores: uma análise comparativa de dois casos da indústria de bens de consumo. Revista de Administração IMED, v. 3, n. 3, p. 221-238, 2013.
DURUGBO, Christopher; RIEDEL, Johann; PAWAR, Kulwant. Towards a unified model of co-creation. In: INTERNATIONAL CONFERENCE ON CONCURRENT ENTERPRISING, 17., 2011, Aachen. Anais eletrônicos … Aachen, 2011.
ETGAR, Michael. A descriptive modelo f the consumer co-production process. Journal of the Academy of Marketing Science, v. 36, n. 1, p. 97-108, mar. 2008.
FENG, Taiwen; WANG, Dan. Supply chain involvement for better product development performance. Industrial Management & Data Sustems, v. 113, n. 2, p. 190-206, 2013.
FERNÁNDEZ, Raquel Sánchez; BONILLO, M. Ángeles Iniesta. The concepto f perceived value: a systematic review of the research. Marketing Theory, v. 7, n. 4, p. 427-451, dez. 2007.
FILIERI, Raffaele. Consumer co-creation and new product development: a case study in the food industry. Marketing Intelligence & Planning, v. 31, n. 1, p. 40-53, 2013.
FINCH, Byron J. Internet discussions as a source for consumer product customer involvement and quality information: na exploratory study. Journal of Operations Mnagement, v. 17, n. 5, p. 535-556, ago. 1999.
FRIO, Ricardo Saraiva. Comportamento de cocriação de valor do consumidor: moderação e consequências. 2014. 121 f. Dissertação (Administração e Negócios) – Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre, Brasil. 2014.
FROW, Pennie et al. Managing co-creation design: a strategic approach to innovation. British Journal of Managemente, v. 26, n. 3, p. 463-483, jul. 2015.
FULLER, Johann; MATZLER, Kurt. Virtual product experience and customer participation - a chance for customer-centred, really new products. Technovation, v. 27, n. 6, p. 378-387, jun. 2007.
GUSTAFSSON, Anders; KRISTENSSON, Per; WITELL, Lars. Customer co-creation in service innovation: a matter of communication? Journal of Service Management, v. 23, n. 3, p. 311-327, 2012.
HAIR, J.F. et al. Análise multivariada de dados. 5 ed. Porto Alegre: Bookman, 2005.
HAUGLAND, Sven A. Factors influencing the duration of internacional buyer-seller relationships. Journal of Business Research. New York, v. 46, n. 3, p. 273-280, 1999.
HUERTAS, Melby Karina Zuniga; VARELA, Carmen Augusta; STREHLAU, Suzane. Cocriação na internet: uma análise das perspectivas da empresa e do consumidor. Revista de Administração e Inovação, São Paulo, v. 9, n. 3, p. 257-272, jul./set. 2012.
HUMPHREYS, Ashlee; GRAYSON, Kent. The intersecting roles of consumer and producer: a critical perspective on co-production, co-creation and presumption. Sociology Compass, v. 2, p. 963-980, mai. 2008.
LAMPERT, Sérgio Renato; FLORES, Daniel. Os sitemas de workflow em arquivística: a identificação dos modelos e a análise das ferramentas. Perspectiva em Ciência da Informação, Belo Horizonte, v. 15, n. 3, p. 216-232, set./dez. 2010.
MATTING, Jonas; SANDÉN, Bodil; EDVARDSSON, Bo. New service development: learning from and with customers. International Journal of Service Industry Management, v. 15, p. 479-498, 2004.
NGO, Liem Viet; O´CASS, Aron. Innovation and business success: the mediating role of customer participation. Journal of Business Research, v. 66, n. 8, p. 1134-1142, ago. 2013.
PAYNE, Adrian F.; STORBACKA, Kaj; FROW, Pennie. Managing the co-creation of value. Journal of the Academy of Marketing Science, v. 36, n. 1, p. 83-96, mar. 2008.
PRAHALAD, C.K.; RAMASWAMY, Venkatram. Co-opting customer competence. Harvard Business Review, v. 78, n. 1, p. 79-88, jan./fev. 2000.
PRAHALAD, C.K.; RAMASWAMY, Venkatram. The co-creation connection. Strategy and Business, v. 27, p. 50-61, 2002.
PRAHALAD, C.K.; RAMASWAMY, Venkatram. Co-creation experiences:the next practice in value creation. Journal of Interactive Marketing, v. 18, n. 3, p. 5-14, 2004a.
PRAHALAD, C.K.; RAMASWAMY, Venkatram. Co-creating unique value with customers. Strategy & Leadership, v. 32, n. 3, p. 4-9, 2004b.
PRAHALAD, C.K.; RAMASWAMY, Venkatram. O futuro da competição: como desenvolver diferenciais inovadores em parceria com os clientes. Rio de Janeiro, Elsevier, 2004c.
POPPO, Laura; ZENGER, Todd. Do formal contracts and realcional governance function as substitutes or complements? Strategic Management Journal, v. 23, n. 8, p. 707-725, maio 2002.
RAFAELI, Sheizaf; ARIEL, Yaron. Online motivational factors: incentives for participation and contribution in Wikipedia. ResearchGate, p. 243-267, jan. 2008.
RICHARDSON, Roberto Jarry. Pesquisa Social: métodos e técnicas. São Paulo, Atlas, 1999.
ROCHA, Álvaro; VASCONCELOS, José. Os modelos de maturidade na gestão de sistemas de informação. Revista Faculdade de Ciência e Tecnologia, v. 1, p. 93-107, 2004.
ROCHFORD, Linda. Generating and screening new peoducs ideas. Industrial Marketing Management, v. 20, n. 4, p. 287-296, nov. 1991.
SOFTMARE ENGINEERING INSTITUTE. CMMI ® para Desenvolvimento – Versão 1.2. Pittsburgh, 2006.
SIJTSEMA, Petra Bosch; BOSCH, Jan. User involvement throughout the innovation process in high-tech industries. Journal of Product Innovation Management, v. 32, n. 5, p. 793-807, set. 2015.
SILVEIRA, Victor Natanael Schwetter. Os modelos multiestágios de maturidade: um breve relato de sua história, sua difusão e sua aplicação na gestão de pessoas por meio do People Capability Maturity Model (P-CMM). Revista de Administração Contemporânea, Curitiba, v. 13, n. 2, p. 228-246, abr./jun. 2009.
SILVEIRA, Natanael Schwetter; GUIMARÃES, Ludmila de Vasconcelos Machado; ABRAÃO, Helder Emanuel. Os modelos de maturidade e a gestão de pessoas: o modelo P-CMM. In. ENCONTRO DA ANPAD, 31., 2007, Anais eletrônicos ... Rio de Janeiro, 2007.
SUN, Hongyi; YAU, Hon Keung; SUEN, Eric Kwok Ming. The simultaneous impacto f supplier and customer involvement on new product performance. Journal of Technology Management & Innovation, Santiago, v. 5, n. 4, p. 70-82, 2010.
TABORDA, Marianna. De consumidor a co-produtor: o potencial das redes sociais. Revista ECO-pós, v. 10, n. 2, p.197-211, dez. 2007.
TSUKUMO, A. N. et al. A Framework for Incremental Evaluation of Software Product Quality Based on ISO/IEC 9126. In: Fifth International Conference on Software Quality Management, SQM'97, 1997, Bath, UK, p. 111-121, 1997.
VAN HOI, Pham; MOL, Arthur PJ; OOSTERVEER, Peter JM. Market governance for safe food in developing countries: the case of low-pesticide vegetables in Vietnam. Journal of Environmental Management, v. 91, n. 2, p. 380-388, nov./dez. 2009.
VARGO, Stephen L.; MAGLIO, Paul P.; AKAKA, Melissa Archpru. On value and value co-creation: a servisse systems and servisse logic perspective. European Management Journal, v. 26, n. 3, p. 145-152, jun. 2008.
VON HIPPEL, Eric; KATZ, Ralph. Shifting innovation to users via toolkits. Management Science, v. 48, n. 7, p. 821-833, jul. 2002.
WOODRUFF, Robert B. Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, v. 25, n. 1, p. 139-153, 1997.
ZMOGINSKI, Amanda Saraiva et al. Co-criação de valor: inovação no modelo de negócio obtendo vantagem competitiva. Revista Jovens Pesquisadores, v. 6, n. 10, jan./jul. 2009.
Published
How to Cite
Issue
Section
License
Copyright (c) 2018 Raniely Bloemer, Gérson Tontini
This work is licensed under a Creative Commons Attribution 4.0 International License.
The author must guarantee that:
- there is full consensus among all the coauthors in approving the final version of the document and its submission for publication.
- the work is original, and when the work and/or words from other people were used, they were properly acknowledged.
Plagiarism in all of its forms constitutes an unethical publication behavior and is unacceptable. Encontros Bibli has the right to use software or any other method of plagiarism detection.
All manuscripts submitted to Encontros Bibli go through plagiarism and self-plagiarism identification. Plagiarism identified during the evaluation process will result in the filing of the submission. In case plagiarism is identified in a manuscript published in the journal, the Editor-in-Chief will conduct a preliminary investigation and, if necessary, will make a retraction.
This journal, following the recommendations of the Open Source movement, provides full open access to its content. By doing this, the authors keep all of their rights allowing Encontros Bibli to publish and make its articles available to the whole community.
Encontros Bibli content is licensed under a Creative Commons Attribution 4.0 International License.
Any user has the right to:
- Share - copy, download, print or redistribute the material in any medium or format.
- Adapt - remix, transform and build upon the material for any purpose, even commercially.
According to the following terms:
- Attribution - You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions - You may not apply legal terms or technological measures that legally restrict others from doing anything that the license permits.
As obras deste periódico estão licenciadas com 