El lado oscuro de la co-creación de valor estrategias

Propósito: El propósito de esta investigación es identificar los efectos de saturación de la identificación, participación y cocreación de valor de la empresa consumidora en la industria de la moda y el automóvil en Colombia. Diseño/metodología/aproximación: Se ha definido utilizar el método de ecua...

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Autores:
Escandón Barbosa, Diana
Salas Paramo, Jairo
Castro Aristizábal, Geovanny
Tipo de recurso:
Article of journal
Fecha de publicación:
2021
Institución:
Universidad Autónoma de Bucaramanga - UNAB
Repositorio:
Repositorio UNAB
Idioma:
eng
OAI Identifier:
oai:repository.unab.edu.co:20.500.12749/16109
Acceso en línea:
http://hdl.handle.net/20.500.12749/16109
Palabra clave:
Cocreación de Valor
Consumer company identification
Consumer engagement
Equation of the quadratic structural model
Co-destruction
Saturation effects
Business Administration
Business Growth
Marketing
Surveys
Value added
Administración de empresas
Crecimiento empresarial
Mercadeo
Encuestas
Valor agregado
Consumidor identificación de la empresa
Cocreación de Valor
Participación del consumidor
Ecuación del modelo estructural cuadrático
Co-destrucción
Efectos de saturación
Rights
License
http://creativecommons.org/licenses/by-nc-nd/2.5/co/
id UNAB2_4dc5250f75db0681d641974ef8d704a3
oai_identifier_str oai:repository.unab.edu.co:20.500.12749/16109
network_acronym_str UNAB2
network_name_str Repositorio UNAB
repository_id_str
dc.title.spa.fl_str_mv El lado oscuro de la co-creación de valor estrategias
dc.title.translated.eng.fl_str_mv Dark side of value co-creation strategies
title El lado oscuro de la co-creación de valor estrategias
spellingShingle El lado oscuro de la co-creación de valor estrategias
Cocreación de Valor
Consumer company identification
Consumer engagement
Equation of the quadratic structural model
Co-destruction
Saturation effects
Business Administration
Business Growth
Marketing
Surveys
Value added
Administración de empresas
Crecimiento empresarial
Mercadeo
Encuestas
Valor agregado
Consumidor identificación de la empresa
Cocreación de Valor
Participación del consumidor
Ecuación del modelo estructural cuadrático
Co-destrucción
Efectos de saturación
title_short El lado oscuro de la co-creación de valor estrategias
title_full El lado oscuro de la co-creación de valor estrategias
title_fullStr El lado oscuro de la co-creación de valor estrategias
title_full_unstemmed El lado oscuro de la co-creación de valor estrategias
title_sort El lado oscuro de la co-creación de valor estrategias
dc.creator.fl_str_mv Escandón Barbosa, Diana
Salas Paramo, Jairo
Castro Aristizábal, Geovanny
dc.contributor.author.none.fl_str_mv Escandón Barbosa, Diana
Salas Paramo, Jairo
Castro Aristizábal, Geovanny
dc.contributor.cvlac.spa.fl_str_mv Castro Aristizábal, Geovanny [0000530735]
Salas Paramo Jairo [0000285145]
Escandón Barbosa Diana [0000653969]
dc.contributor.googlescholar.spa.fl_str_mv Castro Aristizábal, Geovanny [es&oi=ao]
Salas Paramo Jairo [es&oi=ao]
Escandón Barbosa Diana [es&oi=ao]
dc.contributor.orcid.spa.fl_str_mv Castro Aristizábal, Geovanny [0000-0002-3567-983X]
Salas Paramo Jairo [0000-0002-1798-9711]
Escandón Barbosa Diana [0000-0002-1486-5908]
dc.contributor.researchgate.spa.fl_str_mv Castro Aristizábal, Geovanny [Geovanny-Castro-Aristizabal]
Salas Paramo Jairo [Jairo-Salas-Paramo]
Escandón Barbosa Diana [Diana-Escandon-Barbosa-2211670557]
dc.contributor.researchgroup.spa.fl_str_mv Grupo de Investigación en Dinámicas Sectoriales
dc.contributor.linkedin.none.fl_str_mv Castro Aristizábal, Geovanny [geovanny-castro-aristizabal-21589968]
dc.subject.keywords.spa.fl_str_mv Cocreación de Valor
Consumer company identification
Consumer engagement
Equation of the quadratic structural model
Co-destruction
Saturation effects
Business Administration
Business Growth
Marketing
Surveys
Value added
topic Cocreación de Valor
Consumer company identification
Consumer engagement
Equation of the quadratic structural model
Co-destruction
Saturation effects
Business Administration
Business Growth
Marketing
Surveys
Value added
Administración de empresas
Crecimiento empresarial
Mercadeo
Encuestas
Valor agregado
Consumidor identificación de la empresa
Cocreación de Valor
Participación del consumidor
Ecuación del modelo estructural cuadrático
Co-destrucción
Efectos de saturación
dc.subject.lemb.spa.fl_str_mv Administración de empresas
Crecimiento empresarial
Mercadeo
Encuestas
Valor agregado
dc.subject.proposal.spa.fl_str_mv Consumidor identificación de la empresa
Cocreación de Valor
Participación del consumidor
Ecuación del modelo estructural cuadrático
Co-destrucción
Efectos de saturación
description Propósito: El propósito de esta investigación es identificar los efectos de saturación de la identificación, participación y cocreación de valor de la empresa consumidora en la industria de la moda y el automóvil en Colombia. Diseño/metodología/aproximación: Se ha definido utilizar el método de ecuaciones estructurales cuadráticas permitiendo analizar el comportamiento de las variables de forma no lineal, manteniendo las ventajas de los modelos de ecuaciones estructurales. Para alcanzar el objetivo se ha recabado una encuesta a 400 consumidores de los sectores Moda y Automotriz en Colombia que han participado en procesos de co-creación de valor. Hallazgos: Los resultados muestran que la implicación del consumidor tiene un nivel máximo de influencia en la identificación del consumidor con la empresa, a partir de lo cual los beneficios empiezan a disminuir tanto para el sector de la moda como para el de la automoción. En el caso de la co-creación de valor, también muestra que tiene un nivel máximo en el que su implementación tiene beneficios sobre la identificación de la empresa consumidora. Limitaciones/implicaciones de la investigación: Dentro de las limitaciones, se puede encontrar que la información utilizado describe particularidades de un país considerado en proceso de desarrollo donde sus características culturales pueden afectar las percepciones de los consumidores. Implicaciones prácticas: La mayoría de las empresas generan estrategias que les permiten mejorar las relaciones con sus consumidores a través de procesos colaborativos que les permiten agregar valor a sus procesos y productos. Sin embargo, dichas estrategias tienen comportamientos decrecientes en el tiempo que generan menor beneficio tanto en su desempeño como en la relación con sus clientes. De esta forma, las empresas tendrán evidencia de la necesidad de establecer planes temporales en los que una estrategia generará mayores beneficios. Implicaciones sociales: Los resultados de la investigación permiten comprender las características individuales y sociales que son fundamentales para la implementación de estrategias encaminadas a incluir al consumidor en los procesos de diseño para la creación de valor para la empresa. Originalidad/valor: La mayor parte de la literatura en el campo de la lógica dominante del Servicio se ha centrado en estudios empíricos que muestran los beneficios de la implementación de la co-creación de valor. Sin embargo, es posible encontrar estudios en los que se plantee la posibilidad de encontrar resultados en procesos de cocreación de valor poco satisfactorios tanto para las empresas como para el consumidor. Es precisamente en los resultados negativos que el presente estudio ha definido como propósito principal de la investigación.
publishDate 2021
dc.date.issued.none.fl_str_mv 2021-04
dc.date.accessioned.none.fl_str_mv 2022-03-30T15:38:24Z
dc.date.available.none.fl_str_mv 2022-03-30T15:38:24Z
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_2df8fbb1
dc.type.driver.spa.fl_str_mv info:eu-repo/semantics/article
dc.type.local.spa.fl_str_mv Artículo
dc.type.coar.none.fl_str_mv http://purl.org/coar/resource_type/c_6501
dc.type.redcol.none.fl_str_mv http://purl.org/redcol/resource_type/ART
format http://purl.org/coar/resource_type/c_6501
dc.identifier.issn.spa.fl_str_mv ISSN :: 1939-4675
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/20.500.12749/16109
dc.identifier.instname.spa.fl_str_mv instname:Universidad Autónoma de Bucaramanga - UNAB
dc.identifier.reponame.spa.fl_str_mv reponame:Repositorio Institucional UNAB
dc.identifier.repourl.spa.fl_str_mv repourl:https://repository.unab.edu.co
identifier_str_mv ISSN :: 1939-4675
instname:Universidad Autónoma de Bucaramanga - UNAB
reponame:Repositorio Institucional UNAB
repourl:https://repository.unab.edu.co
url http://hdl.handle.net/20.500.12749/16109
dc.language.iso.eng.fl_str_mv eng
language eng
dc.relation.uri.spa.fl_str_mv https://www.abacademies.org/articles/dark-side-of-value-cocreation-strategies.pdf
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dc.publisher.grantor.spa.fl_str_mv Universidad Autónoma de Bucaramanga UNAB
dc.publisher.faculty.spa.fl_str_mv Facultad Economía y Negocios
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dc.source.spa.fl_str_mv International Journal of Entrepreneurship; Volumen 25, Número 04 (Diciembre 2021); páginas 011-17
institution Universidad Autónoma de Bucaramanga - UNAB
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spelling Escandón Barbosa, Diana746af81c-e196-4595-b107-8eb04f24a156-1Salas Paramo, Jairo81b8c62a-12d3-43bc-9412-6b4ed0a92df6-1Castro Aristizábal, Geovanny1b64e643-e0ce-46e9-a173-6e99dbee03a3-1Castro Aristizábal, Geovanny [0000530735]Salas Paramo Jairo [0000285145]Escandón Barbosa Diana [0000653969]Castro Aristizábal, Geovanny [es&oi=ao]Salas Paramo Jairo [es&oi=ao]Escandón Barbosa Diana [es&oi=ao]Castro Aristizábal, Geovanny [0000-0002-3567-983X]Salas Paramo Jairo [0000-0002-1798-9711]Escandón Barbosa Diana [0000-0002-1486-5908]Castro Aristizábal, Geovanny [Geovanny-Castro-Aristizabal]Salas Paramo Jairo [Jairo-Salas-Paramo]Escandón Barbosa Diana [Diana-Escandon-Barbosa-2211670557]Grupo de Investigación en Dinámicas SectorialesCastro Aristizábal, Geovanny [geovanny-castro-aristizabal-21589968]2022-03-30T15:38:24Z2022-03-30T15:38:24Z2021-04ISSN :: 1939-4675http://hdl.handle.net/20.500.12749/16109instname:Universidad Autónoma de Bucaramanga - UNABreponame:Repositorio Institucional UNABrepourl:https://repository.unab.edu.coPropósito: El propósito de esta investigación es identificar los efectos de saturación de la identificación, participación y cocreación de valor de la empresa consumidora en la industria de la moda y el automóvil en Colombia. Diseño/metodología/aproximación: Se ha definido utilizar el método de ecuaciones estructurales cuadráticas permitiendo analizar el comportamiento de las variables de forma no lineal, manteniendo las ventajas de los modelos de ecuaciones estructurales. Para alcanzar el objetivo se ha recabado una encuesta a 400 consumidores de los sectores Moda y Automotriz en Colombia que han participado en procesos de co-creación de valor. Hallazgos: Los resultados muestran que la implicación del consumidor tiene un nivel máximo de influencia en la identificación del consumidor con la empresa, a partir de lo cual los beneficios empiezan a disminuir tanto para el sector de la moda como para el de la automoción. En el caso de la co-creación de valor, también muestra que tiene un nivel máximo en el que su implementación tiene beneficios sobre la identificación de la empresa consumidora. Limitaciones/implicaciones de la investigación: Dentro de las limitaciones, se puede encontrar que la información utilizado describe particularidades de un país considerado en proceso de desarrollo donde sus características culturales pueden afectar las percepciones de los consumidores. Implicaciones prácticas: La mayoría de las empresas generan estrategias que les permiten mejorar las relaciones con sus consumidores a través de procesos colaborativos que les permiten agregar valor a sus procesos y productos. Sin embargo, dichas estrategias tienen comportamientos decrecientes en el tiempo que generan menor beneficio tanto en su desempeño como en la relación con sus clientes. De esta forma, las empresas tendrán evidencia de la necesidad de establecer planes temporales en los que una estrategia generará mayores beneficios. Implicaciones sociales: Los resultados de la investigación permiten comprender las características individuales y sociales que son fundamentales para la implementación de estrategias encaminadas a incluir al consumidor en los procesos de diseño para la creación de valor para la empresa. Originalidad/valor: La mayor parte de la literatura en el campo de la lógica dominante del Servicio se ha centrado en estudios empíricos que muestran los beneficios de la implementación de la co-creación de valor. Sin embargo, es posible encontrar estudios en los que se plantee la posibilidad de encontrar resultados en procesos de cocreación de valor poco satisfactorios tanto para las empresas como para el consumidor. Es precisamente en los resultados negativos que el presente estudio ha definido como propósito principal de la investigación.Purpose: The purpose of this research is to identify the saturation effects of the consumer company identification, involvement and value co-creation in the fashion and car industry in Colombia. Design/methodology/approach: It has been defined to use the method of quadratic structural equations allowing analyzing the behavior of variables in a non-linear way, maintaining the advantages of structural equation models. To reach the objective has been collected a survey of 400 consumers from the Fashion and Automotive sectors in Colombia who have participated in value co-creation processes has been carried out. Findings: The results show that consumer involvement has a maximum level of influence on consumer company identification, from which the benefits begin to decrease for both the fashion and automotive sectors. In the case of the value co-creation, it also shows that it has a maximum level in which its implementation has benefits on the consumer company identification. Research limitations/implications: Within the limitations, it can be found that the information used describes particularities of a country considered in the process of development where its cultural characteristics can affect the perceptions of consumers. Practical implications: Most companies generate strategies that allow them to improve relationships with their consumers through collaborative processes that allow them to add value to their processes and products. However, such strategies have decreasing behaviors over time that generate less benefit both in their performance and in their relationships with their clients. In this way, companies will have evidence of the need to establish temporary plans in which a strategy will generate greater benefits. 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Journal of Services Marketing, 32(1), 57–69.http://creativecommons.org/licenses/by-nc-nd/2.5/co/Abierto (Texto Completo)Atribución-NoComercial-SinDerivadas 2.5 Colombiahttp://purl.org/coar/access_right/c_abf2International Journal of Entrepreneurship; Volumen 25, Número 04 (Diciembre 2021); páginas 011-17El lado oscuro de la co-creación de valor estrategiasDark side of value co-creation strategiesUniversidad Autónoma de Bucaramanga UNABFacultad Economía y NegociosPregrado Economíainfo:eu-repo/semantics/articleArtículohttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/redcol/resource_type/ARTCocreación de ValorConsumer company identificationConsumer engagementEquation of the quadratic structural modelCo-destructionSaturation effectsBusiness AdministrationBusiness GrowthMarketingSurveysValue addedAdministración de empresasCrecimiento empresarialMercadeoEncuestasValor agregadoConsumidor identificación de la empresaCocreación de ValorParticipación del consumidorEcuación del modelo estructural cuadráticoCo-destrucciónEfectos de saturaciónORIGINAL2021_Articulo_Diana_Escandon.pdf2021_Articulo_Diana_Escandon.pdfArtículoapplication/pdf549407https://repository.unab.edu.co/bitstream/20.500.12749/16109/1/2021_Articulo_Diana_Escandon.pdfcabbed29b2c1754981f1b53ca8e8f320MD51open accessLICENSElicense.txtlicense.txttext/plain; charset=utf-8829https://repository.unab.edu.co/bitstream/20.500.12749/16109/2/license.txt3755c0cfdb77e29f2b9125d7a45dd316MD52open accessTHUMBNAIL2021_Articulo_Diana_Escandon.pdf.jpg2021_Articulo_Diana_Escandon.pdf.jpgIM Thumbnailimage/jpeg10444https://repository.unab.edu.co/bitstream/20.500.12749/16109/3/2021_Articulo_Diana_Escandon.pdf.jpg153167ea0d7879ac5d9f4ffd48ebd46eMD53open access20.500.12749/16109oai:repository.unab.edu.co:20.500.12749/161092024-01-23 16:50:59.291open accessRepositorio Institucional | Universidad Autónoma de Bucaramanga - UNABrepositorio@unab.edu.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