This thesis paper has investigated value co-creation through the case of Urban Rigger. As there becomes a higher focus on making organisations more sustainable, the practice of including customers and users also increases. Since these users and consumers are also arguably becoming more active with regards to choosing the types of products they wish to associate with, their inclusion becomes more inevitable. This means that the value of certain products are no longer determined solely by the organisation. Instead the value is co-created by the organisation offering the product, and the customers then taking it into use, and adding further value to it. This process is still relatively under researched, particularly when it comes to presenting examples or cases of this, and it is therefore not always easy to concretise understandings in this field.
This thesis uses Urban Rigger as a case to help investigate what role value co-creation could play in a scenario like this, as their student housing product is meant to offer more than a roof over their heads - yet this would require the involvement and engagement of the students living there. Unfortunately there were no students living on the rig yet that could be studied for this thesis. Instead, empirical data has been collected by interviewing students living in kollegier in Copenhagen (along with other setups), interviewing Urban Rigger’s CEO, and by living out in the rig and experiencing it first hand. This data has been matched with theories concerning value co-creation, active consumers, alternative living and brand co-creation to help form the basis of the discussions in this paper as to what role value co-creation can play in this scenario.
By dividing up the analyses into three parts, this thesis first looks at how value co-creation could hypothetically look in this case scenario. The following two analyses sections investigate the role value co-creation plays for the provider (Urban Rigger) and the users (the students) respectively. It is concluded that value co-creation can play a very significant role in creating a brand that both has the potential to spread, but also one that creates a sense of belonging and community for those living there.
|Uddannelser||Master i Socialt Entreprenørskab og Management (SEM), (Masteruddannelse) Kandidat|
|Vejledere||Jacob Dahl Rendtorff|
- Value co-creation
- Urban Rigger
- Social Enterprise