Open AccessCo-creation in a company with a strong
Author(s) -
Telma Gonçalves Cunha,
Alessandro Marco Rosini
Publication year - 2013
Publication title -
risus - revista de inovação e sustentabilidade
Language(s) - English
Resource type - Journals
ISSN - 2179-3565
DOI - 10.24212/2179-3565.2013v4i3p109-121
Subject(s) - value creation , business , co creation , exploratory research , value (mathematics) , marketing , customer value , business administration , knowledge management , process management , computer science , sociology , economics , microeconomics , profit (economics) , machine learning , anthropology
The purpose of this study is to analyze the relationship between the use of co-creation processes and creating value for the brand in organization size. The methodology of this study occurs through exploratory research supported by case study at Harley-Davidson organization. The results show that the different forms of co-creation used by the company consistently support the creation of value for the brand and the consequent growth of its customer base.