Document Type : Research Paper
Authors
1
College of Management, Faculty of Business Management, University of Tehran, Tehran, Iran
2
Associate Professor, Department of Corporate Entrepreneurship,, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
3
Department of Corporate Entrepreneurship Department, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
4
Ph.D. Candidate in Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
10.22059/jibm.2024.380539.4829
Abstract
Considering the emergence of many start-up businesses in the sharing economy industry and considering the newness of this industry, it is understood that they are not aware of the right path of co-innovation of the brand to achieve customer involvement and co-creation of value and create loyalty on their behalf. This has led to the inefficiency of the brands created in this field. If the companies do this process correctly, they can have a large share of entrepreneurship in the society, but unfortunately, this path has not been properly guided and directed and they have not been able to create a useful and productive platform for this. Brand co-innovation occurs when brand value is created through interaction and communication by many different stakeholders in a fluid space subject to continuous negotiation and creation, and often develops beyond the strategic goals set by brand managers. This calls into question many traditional assumptions of brand management and calls for a new management style. This style of traditional ideas challenges the value proposition of the brand and instead argues that, while managers must present the brand from within the organization, they must also be willing to accept that the meaning of the brand with many stakeholders. The brand here is an organic perspective that is replacing the traditional static perspective and shows that the brand is created in innovation with stakeholders The aim of the researchers of this research is to explain an efficient brand co-innovation model in the sharing economy based on the involvement of customers and co-creation of value in start-up businesses, which leads to the proper use and application of all the existing capacities of these businesses. Also, the theoretical gap that the researchers found is that no research has investigated the complete path of branding through co-innovation from the beginning to the end in an industry, especially the sharing economy. This research is of mixed type. In the first stage, the research method was a narrative review to build a conceptual framework, and in the second stage, it was conducted qualitatively by conducting an interview protocol and holding a focus group meeting, and finally, a quantitative part of the questionnaire was used to answer some questions. The statistical population of this research consists of users and employees of Snapfood and Snapbox. Therefore, in the qualitative section, the opinions of the managers and experts of this section and in the quantitative section, the opinions of the users of this section have been used. The tool for collecting information in the qualitative part is semi-structured interview, and in the quantitative part of the questionnaire extracted from the qualitative part, different methods have been used to verify the validity and reliability of both parts. For the analysis of information in the qualitative part of the theme, and for the analysis of the information in the quantitative part, structural equations have been used. The research findings in the qualitative part led to the explanation of the brand co-innovation model in the 220 sharing economy based on the involvement of customers and co-creation of value in start-up businesses, which was confirmed in the qualitative part of the model with some changes.
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