The Symbiotic Mutualism between Co-Creation and Entrepreneurship
02 Jun 2021-Sustainability (Multidisciplinary Digital Publishing Institute)-Vol. 13, Iss: 11, pp 6285
TL;DR: In this article, the authors present the results of the pilot study, which reveals that there is a very strong association between co-creation experience and entrepreneurial intentions, a very weak negative association between entrepreneurial mindset and cocreation experience, and, surprisingly, a weak association between entrepreneurship mindset and entrepreneurial intention.
Abstract: In this manuscript, the authors aim to explore firstly the association between entrepreneurial mindset and co-creation experience, secondly the association between co-creation experience and entrepreneurial intentions, and thirdly the association between entrepreneurial mindset and entrepreneurial intentions within the sustainability context. In this paper, the authors present the results of the pilot study. Primary data were collected from 500 university students from China, Georgia, Poland, Romania, and Sri Lanka by using a convenient sampling technique, and a literature review was the primary method of the concept development. The authors selected the above-mentioned countries to collect primary data by using a convenient sampling technique based on accessibility; they also visited all analysed countries in order to conduct the pilot survey personally. Descriptive statistics and the Spearman’s rank correlation coefficient were applied as primary statistical methods. The findings reveal that there is a very strong association between co-creation experience and entrepreneurial intentions, a very weak negative association between entrepreneurial mindset and co-creation experience, and, surprisingly, a weak association between entrepreneurial mindset and entrepreneurial intentions. The added value of the conducted pilot research involves filling in a gap regarding the relationship between experience and the subjective norm. In the presented pilot research, co-creation experience was compared with not only entrepreneurial mindset but with entrepreneurial intentions as well. An additional value of this exploratory research is compiling an international comparison. The main contribution of this pilot study is examining the symbiotic mutualism between co-creation and entrepreneurship. Among many platforms of associations, the following can be differentiated: creativity, innovativeness, openness, engagement, awareness, motivation, trust (level of social capital), and recognizing the significance of social and sustainable development objectives. Due to the small sample size, the results cannot be generalised. Results refer only to the respondents. However, the findings of the pilot study are the basis for further research studies on symbiotic mutualism between entrepreneurship and co-creation.
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TL;DR: In this article , the authors investigated the direct effect of students' value co-creation on their entrepreneurial intention and the mediating role of the quality and satisfaction of entrepreneurship education in VHS.
Abstract: Vocational high school (VHS) is a formal education designed to equip students with ready-to-use industrial skills upon graduation. However, its graduates continue to dominate the Open Unemployment Rate, despite the Indonesian government’s efforts to incorporate entrepreneurship education into the VHS curriculum. The premise of education as a service with students as the customers has inspired this research to study the phenomena of entrepreneurship education in VHS from the Service–Dominant Logic perspective. This study aimed to investigate the direct effect of students’ value co-creation on their entrepreneurial intention and the mediating role of the quality and satisfaction of entrepreneurship education. The PLS-SEM method was applied to analyze 202 samples of VHS students from 13 administrative regions within West Java Province, Indonesia. It was found that students’ value co-creation in entrepreneurship education significantly affected the education quality and students’ entrepreneurial intention. However, the mediating role of students’ satisfaction was significantly influenced by education quality and value co-creation only, while satisfaction itself could not influence entrepreneurial intention. These findings are expected to be considered by the government and VHS to further involve the students in value co-creation since it can enhance the quality of entrepreneurship education and, thus, students’ interest in becoming entrepreneurs. The results of this study are committed towards the SDG 4 and 8’s initiatives to provide quality education in order to boost entrepreneurship for economic growth.
1 citations
10 May 2023-Proceedings of the International Conference on Industrial Engineering and Operations Management
TL;DR: In this paper , the relation between co-creation attitude, entrepreneurship self-identity, and entrepreneurship intention has been investigated using a quantitative approach, an online questionnaire is used to collect the data and data analysis and hypothesis testing are using Structural Equation Modelling software namely Smart PLS.
Abstract: This article reviews and tests the relation between co-creation attitude, entrepreneurship self-identity, and entrepreneurship intention. Furthermore, this research also explores the antecedent of the co-creation attitude which are consist of an interaction attitude, a responsive attitude, and knowledge sharing. The research model that is being constructed is leading to the Service-Dominant Logic (SDL) Theory. This study uses a quantitative approach, an online questionnaire is used to collect the data. The sample of this research consists of 100 respondents, purposive sampling is used to take the sample. Respondents are college students who took the entrepreneurship subject. Data analysis and hypothesis testing are using Structural Equation Modelling (SEM) software namely Smart PLS. The findings of this research are that interaction attitude, a responsive attitude, and entrepreneurship self-identity are positively related to a co-creation attitude. Nevertheless, knowledge sharing has no effect on the co-creation attitude. Another finding from this study is that the co-creation attitude influences entrepreneurship intention. However, entrepreneurship self-identity has no effect on entrepreneurship intention.
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TL;DR: Ajzen, 1985, 1987, this article reviewed the theory of planned behavior and some unresolved issues and concluded that the theory is well supported by empirical evidence and that intention to perform behaviors of different kinds can be predicted with high accuracy from attitudes toward the behavior, subjective norms, and perceived behavioral control; and these intentions, together with perceptions of behavioral control, account for considerable variance in actual behavior.
65,095 citations
TL;DR: The authors argue that service provision rather than goods is fundamental to economic exchange and argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision is fundamental for economic exchange.
Abstract: Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators
12,760 citations
TL;DR: In this article, it is shown that perceived behavioral control over performance of a behavior, though comprised of separable components that reflect beliefs about self-efficacy and about controllability, can nevertheless be considered a unitary latent variable in a hierarchical factor model.
Abstract: Conceptual and methodological ambiguities surrounding the concept of perceived behavioral control are clarified. It is shown that perceived control over performance of a behavior, though comprised of separable components that reflect beliefs about self-efficacy and about controllability, can nevertheless be considered a unitary latent variable in a hierarchical factor model. It is further argued that there is no necessary correspondence between self-efficacy and internal control factors, or between controllability and external control factors. Self-efficacy and controllability can reflect internal as well as external factors and the extent to which they reflect one or the other is an empirical question. Finally, a case is made that measures of perceived behavioral control need to incorporate self-efficacy as well as controllability items that are carefully selected to ensure high internal consistency.
Summary and Conclusions
Perceived control over performance of a behavior can account for consider- able variance in intentions and actions. However, ambiguities surrounding the concept of perceived behavioral control have tended to create uncertainties and to impede progress. The present article attempted to clarify conceptual ambiguities and resolve issues related to the operationalization of perceived behavioral control. Recent research has demonstrated that the overarching concept of perceived behavioral control, as commonly assessed, is comprised of two components: self-efficacy (dealing largely with the ease or difficulty of performing a behavior) and controllability (the extent to which performance is up to the actor). Contrary to a widely accepted view, it was argued that self-efficacy expectations do not necessarily correspond to beliefs about internal control factors, and that controllability expectations have no necessary basis in the perceived operation of external factors. Instead, it was suggested that self-efficacy and controllability may both reflect beliefs about the presence of internal as well as external factors. Rather than making a priori assumptions about the internal or external locus of self-efficacy and controllability, this issue is best treated as an empirical question.
Also of theoretical significance, the present article tried to dispel the notion that self-efficacy and controllability are incompatible with, or independent of, each other. Although factor analyses of perceived behavioral control items provide clear and consistent evidence for the distinction, there is sufficient commonality between self-efficacy and controllability to suggest a two-level hierarchical model. In this model, perceived behavioral control is the overarching, superordinate construct that is comprised of two lower-level components: self-efficacy and controllability. This view of the control component in the theory of planned behavior implies that measures of perceived behavioral control should contain items that assess self-efficacy as well as controllability. Depending on the purpose of the investigation, a decision can be made to aggregate over all items, treating perceived behavioral control as a unitary factor, or to distinguish between self-efficacy and controllability by entering separate indices into the prediction equation.
6,544 citations
TL;DR: The meaning of value and the process of value creation are rapidly shifting from a product-and firm-centric view to personalized consumer experiences as discussed by the authors, and consumers are increasingly co-creating value with the firm.
5,141 citations
Journal Article•
TL;DR: The authors offer five design principles that drive the creation of memorable experiences that engage all five senses to heighten the experience and thus make it more memorable.
Abstract: First there was agriculture, then manufactured goods, and eventually services. Each change represented a step up in economic value--a way for producers to distinguish their products from increasingly undifferentiated competitive offerings. Now, as services are in their turn becoming commoditized, companies are looking for the next higher value in an economic offering. Leading-edge companies are finding that it lies in staging experiences. To reach this higher level of competition, companies will have to learn how to design, sell, and deliver experiences that customers will readily pay for. An experience occurs when a company uses services as the stage--and goods as props--for engaging individuals in a way that creates a memorable event. And while experiences have always been at the heart of the entertainment business, any company stages an experience when it engages customers in a personal, memorable way. The lessons of pioneering experience providers, including the Walt Disney Company, can help companies learn how to compete in the experience economy. The authors offer five design principles that drive the creation of memorable experiences. First, create a consistent theme, one that resonates throughout the entire experience. Second, layer the theme with positive cues--for example, easy-to-follow signs. Third, eliminate negative cues, those visual or aural messages that distract or contradict the theme. Fourth, offer memorabilia that commemorate the experience for the user. Finally, engage all five senses--through sights, sounds, and so on--to heighten the experience and thus make it more memorable.
4,020 citations