ServDes 2016

1. Models of Co-crea.on
Jo#e de Koning, Marcel Crul, Renee Wever

2. PhD at Del: University of Technology,
Industrial Design Engineering
Design For Sustainability

3. Topic: Co-creaHng Sustainable Food in Vietnam

4. Why study co-crea.on models?
Growing amount of literature
(from different fields and with different scopes)

5. Why study co-crea.on models?

6. Why study co-crea.on models?

7. Why study co-crea.on models?
Growing amount of literature
(from different fields and with different scopes)
Various models describing various aspects of co-creaHon
(but which one describes what, and where is the overlap?)

8. And because…
Growing amount of literature
(from different fields and with different scopes)
Various models describing various aspects of co-creaHon
(but which one describes what, and where is the overlap?)
Models are capable of creaHng clarity through visual representaHons
(and us designers like visual overviews of complex theory in literature)
Goal: conceptual clarity
(in the form of 4 meta-models, yes, more models)

9. Three levels of clarity
(1) TheoreHcal
The co-creaHon spectrum and how it relates to other terms
(2) PracHcal
The different types of co-creaHon and how they relate to each other
(3) Applied
The different steps in a co-creaHon process.

10. Method
Scopus ar*cle
search:
co-crea*on +
model
Google images
search:
co-crea*on +
model

11. 4 categories
CO-CREATION MODELS 0 Joint space
of creation
1 Co-creation
spectrum
2 Co-creation
types
3 Co-creation
steps
Total
Only SciVerse Scopus (249 articles) 11 4 7 6 28
Only Google Images (300 images) 0 7 9 6 22
Total 11 11 16 12 50

12. Method
Scopus ar*cle
search:
co-crea*on +
model
Google images
search:
co-crea*on +
model

17. Defini.on
Co-crea)on is the process of mutual firm-customer value crea)on.
Co-crea)on is the process of mutual firm-customer value crea)on. This facilitated (crea)ve) process generates an ac)ve form of
interac)on and sharing between firm and end consumer,
This facilitated (crea)ve) process generates an ac)ve form of instead of the ac)ve firm, passive consumer interac)on.
interac)on and sharing between firm and end consumer,
instead of the ac)ve firm, passive consumer interac)on. One of the results of co-crea)on is that the contact between firm
and customer moves away from transac)onal and becomes an
One of the results of co-crea)on is that the contact between firm experience.

18. Applica.on
sustainable food in Vietnam

19. CO-CREATING SUSTAINABLE
FOOD
-IN VIETNAM
A METHODOLOGY FOR CO-CREATION WORKSHOPS,
RESULTS OF 16 CO-CREATION WORKSHOPS WITH 16
COMPANIES, AND A STEP-BY-STEP FACILITATION MANUAL
FOR ORGANIZING CO-CREATION WORKSHOPS. ALL
TO IMPROVE THE OFFERING OF SUSTAINABLE FOOD
PRODUCTS IN VIETNAM.

21. Prac.cal Guidelines

26. Thank you
hBp://GetGreen.vn
JoBe.dekoning@tudelI.nl