El impacto de la co-creación en la capacidad de innovación y el desempeño de las empresas: un modelado de ecuaciones estructurales

Main Article Content

Fatemeh Hamidi
Naser Shams Gharneh

Keywords

Co-creación, capacidad de innovación, desempeño de las empresas, SEM.

Resumen

Las empresas  tradicionales solían diseñar productos, evaluar mensajes  de mercadeo  y controlar los canales de distribución de producto sin una interfaz del cliente. Con los avances  en las tecnologías de la interacción, sin embargo, los usuarios pueden fácilmente tener un impacto sobre las empresas: la interacción entre los clientes  y las empresas se encuentra en este momento en su punto máximo en comparación con el pasado  y ya no es controlada por las empresas.  Los clientes están desempeñando dos roles actualmente: creadores de valor y clientes,  al mismo  tiempo.  A diferencia  de los clientes tradicionales, que no tienen ningún rol en la innovación de los productos o los servicios, los clientes de hoy han alcanzado una posición de influencia que les permite ser innovadores y co-creadores.  En otras palabras, ya no son solamente compradores, usuarios o defensores leales de un producto. Examinamos el rol de la co-creación sobre las influencias de la capacidad de innovación y desempeño  de la empre- sa. Desarrollamos hipótesis para evaluarlas utilizando datos de la encuesta de los investigadores. Los resultados sugieren que implementar la co-creación logra mediar parcialmente el efecto de la capacidad de innovación. Discutimos las implicaciones de estos hallazgos para la investigación y la práctica e implementamos un modelo de co-creación de valor único.

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