Co-creation of value in retail: teaching case in the relationship between small companies and their customers

Authors

  • Fátima Gilvandra Rodrigues Universidade de Santa Cruz do Sul (UNISC).
  • Talita Andressa Wagner Universidade de Santa Cruz do Sul (UNISC).
  • Flávio Régio Brambilla Universidade de Santa Cruz do Sul (UNISC).

DOI:

https://doi.org/10.18316/desenv.v10i2.7468

Keywords:

Value co-creation, small business, teaching case

Abstract

This teaching case aims to analyze how value co-creation practices occur in small business retail. The focus of the study is oriented towards the relationship between the company and its customers, with the aim of identifying and understanding the contributions of co-creation in the process. The teaching case has the situation of two real companies, located in the interior of Rio Grande do Sul, which voluntarily adhered to the study proposal and not only allowed but also identified value in the disclosure of their cases. The teaching case is presented in the document, followed by questions for discussion. The proposed questions are treated with alternative answers, as well as guidance for their application is made available to readers.

Author Biographies

Fátima Gilvandra Rodrigues, Universidade de Santa Cruz do Sul (UNISC).

Graduada em Pedagogia pela Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS). Aluna do Programa de Pós-Graduação em Administração: Mestrado da Universidade de Santa Cruz do Sul (UNISC).

Talita Andressa Wagner, Universidade de Santa Cruz do Sul (UNISC).

Graduada em Administração e Ciências Contábeis pela Universidade de Santa Cruz do Sul (UNISC). Aluna do Programa de Pós-Graduação em Administração: Mestrado da Universidade de Santa Cruz do Sul (UNISC).

Flávio Régio Brambilla, Universidade de Santa Cruz do Sul (UNISC).

Doutor em Administração pela Universidade do Vale do Rio dos Sinos (UNISINOS). Graduado em Direito e Administração pela Universidade Luterana do Brasil (ULBRA). Professor do Programa de Pós-Graduação em Administração: Mestrado Profissional da Universidade de Santa Cruz do Sul (UNISC).

References

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PRAHALAD, C. K.; RAMASWAMY, V. O Futuro da Competição: como desenvolver diferenciais inovadores em parceria com os clientes. Rio de Janeiro: Campus, 2004.

RAMASWAMY, V.; GOUILLART, F. J. The Power of Co-creation: build it with them to boost growth, productivity, and profits. USA: Free Press, 2020.

RAMASWAMY, V.; OZCAN, K. Strategy and co-creation thinking. Strategy & Leadership, v. 41, n. 6, p. 5-10, 2013.

SCHIFFMAN, L. G.; KANUK, L. L. Comportamento do Consumidor. 6. ed. Rio de Janeiro: LTC, 2000.

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Published

2021-07-30

Issue

Vol. 10 No. 2 (2021)

Section

Casos de Ensino

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