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Co-creation within the context of a telecommunication brand: is yorn perceived as a co-creating Brand and what should yorn do to enhance co-creation?
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Co-creation has been a subject of extensive research since the early 2000s. This
new paradigm conceptualizes the customer as an integral part of the value creation process.
However, researchers struggle to define a universal definition. As a starting point for this
research, we define co-creation as “joint collaborative activities by parties involved in direct
interactions, aiming to contribute to the value that emerges for one or both parties” (Grönroos,
2012, p.1523). The purpose of this Work Project was to understand how co-creation is being
developed within the context of the telecommunication brand Yorn and what Yorn should do
to enhance co-creation. Two studies were developed based on qualitative in-depth interviews,
one with brand engaged consumers and the other with Yorn managers. The research
demonstrates that Yorn cannot be considered a co-creating brand, nevertheless, the brand is
able to develop this approach to the market. Therefore, based on insights retrieved from this
Work Project, we leave some recommendations that may assist Yorn managers in evolving
from co-creation of experience to co-creation of value.
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Co-creation of value Co-creation of experience yorn Telecommunications