| dc.description.abstract | With the Advanced technology and internet, it has become more convenient for consumers to feedback online on certain products and services. Consumers are able to create various online communities, gathering internet users with similar interests to test and develop products, even proposing potential areas for improvements according to existing products and services. Under the impact of internet, consumers are no longer at the end of the value chain or the passive receiver of value. In the opposite, consumers have obtained the ability to create value, and they desire to consistently interact with the product or service suppliers.
The concept of co-creating value with customers was proposed subsequently. Professor Prahalad & Ramaswamy(2004b) realized that the DART model should be the principle of interactions with customers. It is composed of dialog, access, risk-benefits, and transparency, which are emerging as the basis for interaction between the customer and the firm. When the concept is accepted, it generates not only new strategic capital for firms and new participation experience for customers, but also lower risk and cost for both parties.
The innovation and marketing processes of one Taiwanese company, iCook, provide a glimpse of good example of value creation by continuously interacting with its customers through engagement platform. This thesis will focus on two topics in iCook. The first topic is about the relationship between customer stickiness and the concept of co-creation, the other topic is the comparison of value creation process between the traditional system and the co-creation system. | en_US |