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Value Co-Creation: Eine Analyse von Treibern und Gestaltungsansätzen für B2B- vs. B2C-Kunden

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  • Steinhardt, Felix Konstantin

Abstract

Value Co-Creation (CC) wird eine hohe Bedeutung zugesprochen, da sie ermöglicht, Kunden aktiv in die Wertschöpfung von Unternehmen einzubeziehen und so neue Produkte und Dienstleistungen zu kreieren, die optimal auf Bedürfnisse abgestimmt sind. In dieser Arbeit werden Beweggründe bzw. Treiber für die CC-Teilnahme aus Kundensicht identifiziert. Dies geschieht anhand exemplarischer Szenarien mit quantitativen Auswertungen. Hierbei wird erstmalig auf Gemeinsamkeiten und Unterschiede der Bedeutung der Treiber von CC bei business-to-business-Kunden (Geschäftskunden) vs. business-to-consumer-Kunden (Privatkunden) im direkten Vergleich eingegangen. Was bewegt die Kunden dazu, sich an anbieterinitiierten CC-Aktivitäten zu beteiligen? Wie unterscheidet sich die Bedeutung dieser Treiber für beide Kundentypen B2B vs. B2C im Detail? Bei B2B-Kunden werden hierfür zwei Betrachtungsebenen unterschieden: die organisationale, strategische Ebene des gesamten Unternehmens ("firm-level") und die individuelle Perspektive der Mitarbeiter eines Unternehmens, welches Geschäftskunde ist ("individual-level"). Zusäzlich werden praktische Gestaltungsansätze für CC diskutiert. Die Ergebnisse tragen zum tieferen CC-Verständnis bei und geben dabei Anhaltspunkte für die Initiierung von CC-Projekten.

Suggested Citation

  • Steinhardt, Felix Konstantin, 2020. "Value Co-Creation: Eine Analyse von Treibern und Gestaltungsansätzen für B2B- vs. B2C-Kunden," Junior Management Science (JUMS), Junior Management Science e. V., vol. 5(1), pages 81-117.
    • Handle: RePEc:zbw:jumsac:294924
    DOI: 10.5282/jums/v5i1pp81-117
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    References listed on IDEAS

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