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Motivations for value co-creation in higher education institutions using online platforms: case of idea bank

机译:利用在线平台实现高校价值共创的动机:思想库案例

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摘要

The involvement of stakeholders in value creation is one of the successful marketing techniques. It helps to introduce a very clear view of understanding the stakeholder’s needs, thought and suggestions. Stakeholder engagement in value creation will highlight the fact that new ideas for developing services or products will help to meet customer’s needs and expectations. Ideation is one of the most important strategies that lead to development of such services, enhancing service quality and innovation. Motivation for generating ideas from stakeholders in Higher Educational Institutions (HEIs) through online interaction platforms is one of the challenges that needs further exploration, because of human differences in the nature of motivation and mindset. Universiti Teknologi Malaysia (UTM) idea bank online platform is adopted as a case study in this research paper. The main aim of this study is to identify the factors that encourage stakeholders in HEIs to be continuously involved in value co-creation through available online platforms. Interviews with sample of active stakeholders have been conducted using open end questions. In addition, observation on idea bank website and analyzing the archive and website history is considered. The initial results identify three areas of motivations for value co-creation in HEIs: organizational motives, online platform characteristics, individual motives. Results and implications for this case study will help HEIs such as universities achieve better global market positioning, to differentiate themselves among others, and to develop stakeholder’s competencies.
机译:利益相关者参与价值创造是成功的营销技术之一。它有助于引入一个非常清晰的视图,以了解利益相关者的需求,思想和建议。利益相关者参与价值创造将突出这一事实,即开发服务或产品的新想法将有助于满足客户的需求和期望。构想是导致此类服务发展,提高服务质量和创新的最重要策略之一。由于人在动机和思维方式的本质上存在差异,因此通过在线互动平台从高等教育机构(HEI)的利益相关者中产生想法的动机是需要进一步探索的挑战之一。本文以马来西亚大学技术大学(UTM)想法银行在线平台为例。这项研究的主要目的是确定鼓励高校利益相关者通过可用的在线平台不断参与价值共同创造的因素。使用开放式问题对活跃的利益相关者样本进行了访谈。另外,还考虑了对创意银行网站的观察以及对档案和网站历史的分析。初步结果确定了HEI价值共创的三个动机领域:组织动机,在线平台特征,个人动机。该案例研究的结果和意义将帮助诸如大学等高校获得更好的全球市场定位,使其与众不同,并提高利益相关者的能力。

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