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Co-creation in higher education: towards a conceptual model

Author

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  • Mollie Dollinger
  • Jason Lodge
  • Hamish Coates

Abstract

Students have begun to show interest in adopting active and participatory roles that allow them to interact and work collaboratively with educators. One important aspect of students as partners is a process known as value co-creation. Value co-creation is the process of students’ feedback, opinions, and other resources such as their intellectual capabilities and personalities, integrated alongside institutional resources, which can offer mutual value to both students and institutions. This paper presents the first conceptual model of value co-creation in higher education using a lens of co-creation cultivated through business and marketing literature. The model includes key components of value co-creation, co-production, and value-in-use as well as links to the anticipated benefits of value co-creation. The model can be used to inform and guide practice for the faculty and administration within higher education as well as to broaden the foundation of value co-creation literature.

Suggested Citation

  • Mollie Dollinger & Jason Lodge & Hamish Coates, 2018. "Co-creation in higher education: towards a conceptual model," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 210-231, July.
    • Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:210-231
    DOI: 10.1080/08841241.2018.1466756
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    Citations

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    Cited by:

    1. Roberta Pinna & Gianfranco Cicotto & Hosein Jafarkarimi, 2023. "Student’s Co-Creation Behavior in a Business and Economic Bachelor’s Degree in Italy: Influence of Perceived Service Quality, Institutional Image, and Loyalty," Sustainability, MDPI, vol. 15(11), pages 1-20, June.
    2. Kati Suomi & Päivikki Kuoppakangas & Jari Stenvall & Elias Pekkola & Jussi Kivistö, 2019. "Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 81-102, March.
    3. Liwång, Hans, 2022. "Defense development: The role of co-creation in filling the gap between policy-makers and technology development," Technology in Society, Elsevier, vol. 68(C).
    4. E. M. Trapeznikova, 2021. "Analysis of Requirements for Academic Staff at Higher Education Institutions," Economics of Science, Delo Publishing house, vol. 7(3).
    5. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    6. Evangelos Paraskevopoulos & Marios Avraamides & Panagiotis D. Bamidis & Christian Dobel & Sotiria Gilou & Christos I. Ioannou & Dimitris Kikidis & Birgit Mazurek & Winfried Schlee & Andria Shimi & Ele, 2022. "Utilizing Co-Creative Principles to Develop an E-Learning Platform for Interprofessional Training on Tinnitus: The Erasmus+ Project Tin-TRAC," IJERPH, MDPI, vol. 19(14), pages 1-6, July.
    7. Pilar Laguna-Sánchez & Jesús Palomo & Concepción de la Fuente-Cabrero & Mónica de Castro-Pardo, 2020. "A Multiple Criteria Decision Making Approach to Designing Teaching Plans in Higher Education Institutions," Mathematics, MDPI, vol. 9(1), pages 1-14, December.
    8. Luis Rubalcaba, 2022. "Understanding Innovation in Education: A Service Co-Production Perspective," Economies, MDPI, vol. 10(5), pages 1-22, April.
    9. Marilia (Maria) KOUNTOURIDOU & Dino DOMIC, 2022. "A Grounded Theory Investigation Of The Influence Of A ‘Positive Visualisation Course’ In Brand Identity On First-Year Students’ Perceptions," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 159-171, November.
    10. Lien Thi Kim Nguyen & Tom M. Y. Lin & Hoang Phuong Lam, 2021. "The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing," Sustainability, MDPI, vol. 13(12), pages 1-14, June.
    11. Nha Nguyen & Gaston LeBlanc, 2021. "The Impact of Service Employees and Servicescape on Customers’ Perception of Quality Improvement Efforts," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 7(2), pages 123-144, April.
    12. Maritza Katherine Galindo-Illanes & Juan Alejandro Gallegos-Mardones & Arturo Z. Vasquez-Parraga, 2021. "Explaining Loyalty in Higher Education: A Model and Comparative Analysis from the Policy of Gratuity, a Case Applied to Chile," Sustainability, MDPI, vol. 13(19), pages 1-15, September.
    13. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.
    14. Dziewanowska Katarzyna & Kacprzak Agnieszka, 2023. "The Influence of Engagement in Value Co-Creation on E-Learning Experience and Student Satisfaction: An Empirical Study," Marketing of Scientific and Research Organizations, Sciendo, vol. 48(2), pages 61-80, June.

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