TY - JOUR
T1 - An asymmetry analysis method to support value co-creation in product/service design
AU - Abe, Shunichiro
AU - Tsutsui, Yusuke
AU - Mitake, Yuya
AU - Sholihah, Mar'atus
AU - Hara, Noriyoshi
AU - Shimomura, Yoshiki
N1 - Publisher Copyright:
© 2019 The Authors. Published by Elsevier B.V.
PY - 2019
Y1 - 2019
N2 - Product commoditisation and price competition have increased the necessity for value co-creation, which is when stakeholders whose value is unclear clarify their value of a product/service though interaction. In value co-creation, stakeholders perceive value through finding both the purpose and the usage of a product/service based on recognition of that product/service. Therefore, to realise value co-creation, it is important that a stakeholder grasps other stakeholders’ cognitive information about a product/service and clarifies the value of the product/service based on that information. However, latent and diverse cognitive information can create information asymmetry between stakeholders, which hinders the success of value co-creation. Against this background, this study aims to support value co-creation in product/service design. This paper proposes a method for grasping the asymmetry of the cognitive information about a product/service between stakeholders by describing and comparing that information. In addition, by applying the proposed method to a point-of-sale service, it confirms that the proposed method can describe the cognitive information of stakeholders to allow a better understanding of the asymmetry that is present in value co-creation.
AB - Product commoditisation and price competition have increased the necessity for value co-creation, which is when stakeholders whose value is unclear clarify their value of a product/service though interaction. In value co-creation, stakeholders perceive value through finding both the purpose and the usage of a product/service based on recognition of that product/service. Therefore, to realise value co-creation, it is important that a stakeholder grasps other stakeholders’ cognitive information about a product/service and clarifies the value of the product/service based on that information. However, latent and diverse cognitive information can create information asymmetry between stakeholders, which hinders the success of value co-creation. Against this background, this study aims to support value co-creation in product/service design. This paper proposes a method for grasping the asymmetry of the cognitive information about a product/service between stakeholders by describing and comparing that information. In addition, by applying the proposed method to a point-of-sale service, it confirms that the proposed method can describe the cognitive information of stakeholders to allow a better understanding of the asymmetry that is present in value co-creation.
KW - Asymmetry analysis
KW - Information modelling
KW - Product/service design
KW - Value co-creation
UR - http://www.scopus.com/inward/record.url?scp=85076785934&partnerID=8YFLogxK
U2 - 10.1016/j.procir.2019.04.193
DO - 10.1016/j.procir.2019.04.193
M3 - Conference article
AN - SCOPUS:85076785934
SN - 2212-8271
VL - 84
SP - 442
EP - 446
JO - Procedia CIRP
JF - Procedia CIRP
T2 - 29th CIRP Design Conference, CIRP Design 2019
Y2 - 8 May 2019 through 10 May 2019
ER -