Archives for category: New Business Model[ing]

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.

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.

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:

  1. additional €20 and wear the jeans as long as I want; get the €20 back when I return the jeans to Mud
  2. a new model from Mud and pay €7,50 switching costs
  3. 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

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.

Je had hier een error 404 kunnen krijgen, maarrrr, nee, full-service: het artikel is verplaatst.