Uke 35:

1:

Creation of value means the creation of something valuable. This value can be represented by products, services, ideas, and/or innovation. This is valuable to those who produce it because it is likely their livelihood, and it is valuable to those who want to buy it, own it, or use it. To some degree it can also be valuable to those who have contributed to it, and/or have a personal investment of some kind in it. Value is given back to contributors in the form of money, in the form of a realization of the contributors wishes, or in the form of simply the product being produced.¨

2:

To some degree. There is a tendency for customers to be more involved, more demanding, and more specific. This means that many customers know exactly what they want, and are invested in getting it. They often collaborate with other customers and ideas shape and meld. When customers offer this effort it is imperative that the business takes advantage of it, involving the customers, and giving them a sense of purpose. To some degrees the modern customer can be called a “fan” of products/services.

3:

Yes and no. Such tendencies have existed for some time, but have only very recently become mainstream (think apple). The main purpose of a company is still generating revenue, following the co-creation principles is simply a way of doing so. It can still be rewarding for both parts, but the ultimate goal has not, and will not, change. Though a sense of purpose and creation is  perhaps even a greater motivator than money, and can lead to better results, the result is still money. Customers have always wanted to be satisfied, but recently the demands for satisfaction have risen. Many customers no longer want to be satisfied, but to be involved in a purposeful way.

4:

A: Money is of course a factor. Some products simply have a hard time generating “fans” and will have to incentivize customers in other ways. Example: Survey about banana eating habits from a banana producer.

B: When customers care greatly and/or want to feel involved in the development of a product this can be a good motivator. Example: Apple

C:To some degree same as B, but more strongly, to the point where they want to discuss their needs and wants with other, similar customers, criticize and be criticized.