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2021 | OriginalPaper | Chapter

5. Dimension 3: Co-Creation

Author : Dr. Jörg Staudacher

Published in: Kundenorientierung

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Aufbauend auf den Erkenntnissen der Service-Dominant-Logic ist Co-Creation der Motor einer kundenorientierten Organisation. Somit gilt es kontinuierlich Co-Creation in der Organisation zu stärken. Für das Angebotsdesign, für die Angebotserstellung, für das Kundenbeziehungsmanagement sowie für die Unterstützung der Angebotsnutzung der bestehenden Kunden. Organisationen sind gefordert Co-Creation zu institutionalisieren und nicht als einmalige Aktivität zu begreifen.
Footnotes
1
Die Migros betreibt bspw. seit 2011 die Plattform Migipedia (https://​migipedia.​migros.​ch/​de/​).
 
2
Dieser Aspekt gilt vor dem Hintergrund engagierter und wertvoller Kunden als Teilnehmende.
 
3
Vgl. die Ausführung zu Gamification in Abschn. 3.​2.​2, das zur Unterstützung von Co-Creation eingesetzt werden kann.
 
4
Zu weiterführenden Informationen https://​thisisdesignthin​king.​net/​.
 
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Metadata
Title
Dimension 3: Co-Creation
Author
Dr. Jörg Staudacher
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-658-20176-0_5