The role of customers in recent years has evolved from being exclusively consumers to proactive collaborators in design, development and deployment of the organisation’s products and services. For example, LEGO allows its fans to submit their ideas for new playsets via a collaborative platform to co-create their innovative ideas.
PatientsLikeMe enables a network of patients to contribute to the co-creation of health knowledge and experiences via an online collaborative network. The positive outcome of the network’s collaboration is value creation and value formation, but is it all about value creation when it comes to the network’s collaboration?
Although co-creation relies on proactive collaboration, participant’s dysfunctional behaviour (for example if they do not have the appropriate skill level to co-create) increases the potential risk of value co-destruction. Value co-destruction can occur due to reasons such as an absence of information or inadequate communication among service providers and failed interaction process.
Understanding of the antecedents that initiate value co-destruction in the online collaboration processes remains limited, despite the growing significance and interest in value co-destruction.
In this project you will be involved in:
- literature review on value co-destruction concept and online collaborative networks to investigate precursors of value co-destruction in online collaborative networks and its impact in value formation/reduction process (VRES, Honours)
- conducting empirical research into value co-destruction using qualitative/quantitative methods (Honours, Masters).
Developing a new framework that explains value co-destruction as the outcome of collaborative network interactions.
To offer strategies to improve service delivery systems, such as public health service systems, to cope with misbehaviour incidents at interaction practices and increase in the formation of value formation for customers, organisations and society.
We expect to publish this research in a high-quality conferences and journals.
Skills and experience
You will need to demonstrate reasonable:
- writing skills
- understanding of either qualitative or quantitative research methods (Honours/Masters).
You may be able to apply for a research scholarship in our annual scholarship round.
Contact the supervisor for more information.