A holistic study of the factors influencing the co-creation process in the B2B market from two perspectives

Abstract: Abstract Title: A holistic study of the factors influencing the co-creation process in the B2B market from two perspectives v Date of the seminar: 25.05.2016 Course: ENTN39 Master‘s Corporate Entrepreneurship and Innovation Internship and degree project (Master‘s thesis 15 ECTS) Supervisor: Joakim Winborg Research questions: What factors influence the co-creation process in a B2B context from the supplier and the client perspective? How do those factors influence the co-creation process? Methodology: A qualitative case-study was carried out through semi-structured interviews with the clients of a B2B company and their Key Account Managers. The perspectives of both the client and the Key Account Manager were included to address the identified gap in literature. Theoretical perspectives: This study is based on the definition of co-creation by Frow et al. (2011) and factors influencing co-creation or implied phenomena such as collaboration (Mattessich et al., 1992; Nambisan & Baron, 2009; Füller, 2010; Hoyer et al., 2010; Ngugi et al., 2010; Aarikka-Stenroos & Jaakkola, 2012; Reay & Seddighi, 2012; Schumann et al., 2012; Verma et al., 2012; Yi & Gong, 2013; Kukk et al., 2014; Mahr et al., 2014; Baumann & Le Meunier-FitzHugh, 2015). Conclusions: Given the purpose of identifying factors that influence the co-creation process from a holistic point of view, it can be concluded that, if the prerequisites for co-creation are fulfilled, shared focus, knowledge, certain contact person’s characteristics such as pro-activeness, problem-solving attitude and development orientation as well as open and planned communication affect the co-creation process significantly. However, the effect depends on the respective phase in the process. This implies for managers who want to manage the co-creation process to focus on these factors in each phase in order to enhance the process.