Archives for category: New Business Model[ing]

Literature on co-creation, co-design, co-X

March 22, 2016 //

As I teach on co-creation at the Eindhoven University of Technology, I get a question once in a while which papers to read. Herewith a shortlist of papers we’re using in the Elective.

The concept co-creation started to emerge in marketing management literature buy means of C.K. Prahalad and V. Ramaswamy, though using a different term at that time:

Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting Customer Competence. Harvard Business Review.

A good start with reading is:

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation.

and of course the book:

Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: co-creating unique value with customers. Boston, Mass.: Harvard Business School Pub.

furthermore we discuss:

Frow, P., Nenonen, S., Payne, A., & Storbacka, K. (2015). Managing Co-creation Design: A Strategic Approach to Innovation. British Journal of Management, 26(3), 463-483. doi:10.1111/1467-8551.12087

Mattelmäki, T., & Sleeswijk Visser, F. (2011). Lost in Co-X, interpretations of co-design and co-creation. Paper presented at the IASDR2011 Diversity and Unity, the 4th World Conference on Design Research, Delft. https://window874.files.wordpress.com/2012/09/mattelmaki_lost-in-cox_fin-1.pdf

Morris, M., Schindehutte, & M., A. (2005). The entrepreneur’s business model: toward a unified perspective. Journal of Business Research, 58, 726–735.

Ng, I. C. L., Smith, L. A., & Vargo, S. L. (2012). An integrative framework of value. Warwick Manufacturing Group.

Osterwalder, A., & Pigneur, Y. (2009). Business model generation: a handbook for visionaries, game changers, and challengers: Self published.

Ranjan, K. R., & Read, S. (2014). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 1-26. doi:10.1007/s11747-014-0397-2

Sanders, E. B. N., & Stappers, P. J. (2008). Co-creation and the new landscapes of design. CoDesign, 4(1), 5-18. doi:10.1080/15710880701875068

and this paper is used for a definition of a business model

Morris, M., Schindehutte, & M., A. (2005). The entrepreneur’s business model: toward a unified perspective. Journal of Business Research, 58, 726–735.

Categories Co-creatie, New Business Model[ing]

Mud jeans – lease a jeans

January 6, 2014 //

This Christmas holiday I leased my first jeans ever, of course made from organic cotton! The concept is developed by Mud from my hometown Utrecht. €20 to start with and €5 each month, 12 months long. At the end of this period I can opt for:

additional €20 and wear the jeans as long as I want; get the €20 back when I return the jeans to Mud
a new model from Mud and pay €7,50 switching costs
return the jeans to Mud and it will be re-used in a way that fits the condition of the fabric/jeans at that time

image courtesy to Mud Jeans

It’s just an awesome feeling to actually lease your clothing and be sure it’s taken well care of in case I return it to Mud. Makes me think of Desso. They did the same with carpet tiling.

Update per 10th March 02015:

Mud announced they had to change their leasing concept as it appeared to be hard to pre-finance collections. Basically Mud was ‘playing’ bank & they figured that both consumers and retailers had difficulties grasping the concept. The new concept is phrased like: you buy a jeans, we remain owner of the raw material. We want the jeans back in case you want to dispose it. I guess that’s even harder to explain.