Co-creating Value in the Age of Digitalised Businesses - Case Study: The Dog Food and Treats Industry
Naakka, Nea (2021)
Naakka, Nea
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052611531
https://urn.fi/URN:NBN:fi:amk-2021052611531
Tiivistelmä
The purpose of this thesis was to examine if value co-creation, especially through the DART model, was essential for companies to succeed in the dog food and treats industry. The literature review, however, proved the DART model of value co-creation to be old fashioned and therefore not suitable to be used in this study as such. The finding resulted in further research of alternative models, from which the modified version of DART model, DARTT model, was chosen. Additional topics, digitalisation and pet humanisation, were introduced to the study as well, as they turned out as important factors for value co-creation in the dog food and treats industry.
The chosen research method for this thesis was the analysis of secondary data, due to its cost-efficiency and the number of studies that already existed and were available for use. The literature review was conducted from sources such as journals, research papers and industry websites. Secondary data was gathered and analysed in order to be able to answer the question; is value co-creation essential for (dog food and treats) companies in order to be able to succeed in the digital age - and if so, how?
Findings on this thesis suggest that value co-creation is not essential for companies to be successful, but using a model such as DARTT, could increase a company’s competitive advantage in the market. Additionally, value co-creation needs to be carefully executed especially in the dog food and treats industry, as the relationships between dogs and their
owners are multidimensional.
The chosen research method for this thesis was the analysis of secondary data, due to its cost-efficiency and the number of studies that already existed and were available for use. The literature review was conducted from sources such as journals, research papers and industry websites. Secondary data was gathered and analysed in order to be able to answer the question; is value co-creation essential for (dog food and treats) companies in order to be able to succeed in the digital age - and if so, how?
Findings on this thesis suggest that value co-creation is not essential for companies to be successful, but using a model such as DARTT, could increase a company’s competitive advantage in the market. Additionally, value co-creation needs to be carefully executed especially in the dog food and treats industry, as the relationships between dogs and their
owners are multidimensional.