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http://hdl.handle.net/1942/22255
Title: | Co-creation and learning styles: holy grail or fail? An explorative study to assess whether a relationship between co-creation and learning styles exists. | Authors: | Van Spaendonk, Kimberly | Advisors: | STREUKENS, Sandra | Issue Date: | 2016 | Publisher: | UHasselt | Abstract: | Co-creation is hot. Customers want to be involved in the product-development process and no longer just be users. An example of co-creation is the flavour competition of Lay's where customers can invent new flavours. In this master dissertation it's examined whether a relationship exists between someone's preferred learning style and co-creative environments. A learning style explains how people learn, for example via images or via text. A co-creative environment is the place where co-creation takes place. Lay's used a website for their competition. Next to the existence of a relationship between learning styles and co-creative environments, this study also looks at when these two are matched whether this has a positive influence on the co-creation experience. This is tested via a questionnaire that 135 people completed. Two hypothesis are discussed. The first one looks at the link between learning styles and co-creative environments. The second one focusses on the relation between learning style based co-creative environments and the co-creation experience. The results, analysed via ANOVA and paired t-tests, show that neither of the hypotheses can be confirmed. So based on the results found there isn't a relation between learning styles and co-creative environments or the co-creation experience. So when developing co-creative environments it's better to look at other factors and not take into account someone's learning style. The results also showed that forums should be avoided. | Notes: | Master of Management-International Marketing Strategy | Document URI: | http://hdl.handle.net/1942/22255 | Category: | T2 | Type: | Theses and Dissertations |
Appears in Collections: | Master theses |
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14369852015838.pdf | 1.92 MB | Adobe PDF | View/Open |
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