An interim presentation of findings into research conducted as part of MA Design Management studies.

1. Interim Presentation: !
!
!
How can co-creation enhance brand
experience in kitchen-ware design?!
Laura Katriina Pollard
S11732343 Dissertation Module
MA Design Management – Birmingham Institute of Art and Design, Birmingham City
University
21st June 2012

2. Contents
Purpose of Research
Research Questions
Literature Review Summary
Primary Research Plan and Data Collection Methods
Findings so far
To be completed
Questions
References

3. Purpose of Research
An investigation of the influence co-creation holds
for brand experience
Based within the kitchen environment using kitchen-
ware design

4. Research Questions
1. How does co-creation impact on brand
experience?
2. How can we define consumer-value within a
kitchen environment?
3. What co-creation approaches may be suitable
for kitchen-ware design?

5. How does co-creation impact on
brand experience?
Co-creation:
DART Building blocks – Dialogue, Access, Risk
Assessment, Transparency
(Prahalad and Ramaswamy, 2004)
Collaboration not Customisation
Users are Active contributors not Passive
Recipients (Fuad-Luke, 2009)
A process of dialogues and interaction between
customer and supplier during a product’s
lifecycle (Payne et al, 2009)
Brand Experience:
A Sensory experience: a strong brand
experience is Strong Brand Recognition and Photo: Dosanjh, R., (2012)
Image (Hulten et al, 2009)

6. Co-creation and Brand Experience:
How does co-
A brand becomes the experience within a co-
creation environment, and this relationship
should be explored (Payne et al, 2009)
creation impact
Active Participation where customers play roles
on brand
in creating a performance or event that results
in a personal experience
(Pine and Gilmore, 1998)
experience?
Customers, brand communities and
stakeholders are resources which produce an
effect on the brand
(Merz and Vargo, 2009)

7. Literature Review: Co-creation theory
Access is that to desirable experiences, no
Dialogue is interactive, encouraging deep
longer connected with ownership (owning
sharing and new levels of understanding
the product) rather the exposure to new
between consumer and company, which is
opportunities through multiple points of
empathetic and injects value into the
interaction, that broaden business
creation process
opportunities.
Prahalad and
Ramaswamy’s (2004)
DART Building Blocks
Transparency – provides a balance of
Risk assessment – is a trade off between information between customer and
risk and benefits, the definition of clear company, an openness provided by online
responsibilities
access to a product, technology and systems
in a collaborative dialogue.

8. Literature Review: Co-creation theory

9. Literature Review: How can we define consumer-
value within a kitchen environment?"
New trends within
consumer-value systems:
symbolic content in the
shopping experience,
products become artefacts
(Hulten et al, 2009)
Photo: Savage, M., (2008)

10. Literature Review: How can we define consumer-
value within a kitchen environment?"
Consumer-values are found within
community-based activities – in an
‘experience environment’ (Prahalad and
Ramaswamy, 2004)
Brand Communities: shared goals,
engaged in actions, with like-minded Photo: Doshi Levien (2008)
consumers (Schmitt, 2012)
A consumption experience: with Brand
stimuli Colour, Shape,Typefaces,
Background Design (Brakus et al, 2009)
Photo: Pankaj Sharma (2012)

11. Literature Review: What co-creation approaches
may be suitable for kitchen-ware design?
Pollard, L., (2012)

12. Primary Research: Approach
Inductive and
Iterative
Approach
(Collins, 2010)
Unfamiliar Familiar sample
sample - Asian - British
kitchen-ware designer of
user
kitchen-wares
Comparative
Case Study to
establish validity
(Denscombe,
2007)

13. Primary Research: Data Collection
Phasing
Phase II
• Retail environment • Semi-structured
visit
• Semi-structured Interview/s interview –
with designer - insights to kitchen-ware
• Content analysis inform the participation
on kitchen-ware designer follow-up
observation
to check facts
brand websites
• Participatory observation –
with Asian kitchen-ware
Phase I
users and designers
Phase III

14. Findings
Co-creation acts as a value-giver to
experiences
Brand experiences are fluid and inter-
related
Communities provide a good source
for exploration of ideas
Designers understand user-values and
draw upon them to develop their work
Photo: Thaali Tableware, Kaur, J.,
Methods/Approaches are concerned (2010)
with the emotional engagement of
consumers

15. To be completed
Deeper analysis – especially in context of kitchen environment
Primary research – interview, and participatory observation
Further Data collection, categorisation and coding
Findings analysis
Confirm limitations
Conclusions

16. Questions
How do I simplify concepts without losing meaning?
How do I drill-down into conclusions?

17. References
Illustrations
Dosanjh, R., (2012) Asian coo-ware in Ktichen [photograph]
Doshi Levien, (2008) Mosaic cookware [photograph] http://www.doshilevien.com/projects/products/mosaic
Kaur, J., (2010) Thaali Tableware [photograph]
http://jasleenkaur.info/artwork/1326231_thaali_tableware.html
Pankaj Sharma, (2012) Karahi Dish http://www.pankaj-boutique.com/lang-en/784-karahi-indian-bowl.html
Savage, M., India - Chennai [photograph] http://www.flickr.com/photos/mckaysavage/3015167077/in/photostream
Pollard, L., (2012) based on Fuad-Luke, A., (2009) The Shift from customers to co-creators [illustration] Design activism:
beautiful strangeness for a sustainable world, London: Earthscan, pp143.
References
Andrews, G., (2012) Elitism won’t hold back the food revolution, Charisma Network [website], 12th April 2012, Available at
http://www.charisma-network.net/consumption/elitismwont- hold-back-the-food-revolution [Accessed 25th April 2012].
Brakus et al, (2009) Brand Experience: What is it? Journal of Marketing Vol. 73 (May 2009), 52–68
Collins, H., (2010), Creative Research – the theory and practice of research for the creative industries, Lausanne: AVA
Publishing SA. pp.57, 148, 150-151.
Denscombe, M., (2007) 3rd Edition, The Good Research Guide for small-scale social research
projects, Maidenhead: Open University Press. pp.39,40,41,138.
Fuad-Luke, A., (2009) Design activism: beautiful strangeness for a sustainable world, London: Earthscan, pp143, 147.
.

18. References
Hatch, M.J., and Schultz, M. (2010), Toward a theory of brand co-creation with implications for brand governance, Journal
of Brand Management, Macmillan Publishers Ltd, 17 (8) 590 – 604.
Hulten et al (2009) Sensory Marketing, Basingstoke: Palgrave Macmillan
Keller, K., (2012) Strategic brand management: a European perspective, Harlow: Financial Times Prentice Hall, pp. 53,
75Kinra, N., (2006), The effect of country-of-origin on foreign brand names in the Indian market, Marketing Intelligence and
Planning, 24 (1) 15-30.
Merz , M . and Vargo , S . ( 2009 ) The evolving brand logic: A service-dominant logic perspective, Journal of the Academy
of Marketing Science 37 (3) :328 – 344 .
Payne et al, (2009) Co-creating brands: Diagnosing and designing the relationship experience, Journal of Business
Research 62 (2009) 379–389
Pine, J., and Gilmore, J., (1998) Welcome to the experience economy, Harvard Business Review, Boston: Harvard
Business School Press
Prahalad, C.K., and Ramaswamy, V., (2000) Co-opting Customer Competence, Harvard Business Review, January-
February 2000, Boston: Harvard Business School Press, pp. 79-87.
Prahalad, C.K., and Ramaswamy, V., (2004) The future of competition, Boston: Harvard Business School Press,
Raymond, M., (2010), The Trend Forecaster’s Handbook, London: Kind Publishing Ltd. pp.119-145.
Bilgram et al, (2011) Getting closer to the customer how nivea co-creates new products, Marketing Review St. Gallen,
1/2011
http://www.michaelbartl.com/co-creation/article/getting-closer-to-the-consumer-how-nivea-co-creates-new-products/
Schmitt, B., (2012) The consumer psychology of brands, Journal of Consumer Psychology 22 (2012) 7–17
Spena et al, (2012) Store experience and co-creation: the case of temporary shop, International Journal of Retail &
Distribution Management, 40 (1)21 – 40
Thompson, H., (2003) Opposites Attract, Blueprint, October 2003, London: Progressive Media International,