Gamification as a New Trend in the Co-Creation Process

Rodrigues, Ivo; Soares, Nuno F. M.; Lopes, João M.; Oliveira, José; Lopes, Jorge

doi:10.1590/1678-6971/eramr210132

Cited by 10 publications

(10 citation statements)

References 53 publications

(56 reference statements)

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“…The case-study methodology, through a multiple-case study, is the most appropriate for this study because it allows the observation in natural environments, as well as makes it possible to research and interpret specific phenomena, such as the functioning of supply chains, to understand the processes resulting from the activities of the companies under study [70][71][72][73]. This methodology has been increasingly adopted by academics, making it possible to deepen a given phenomenon [74][75][76].…”

Section: Methodsmentioning

confidence: 99%

Developing Knowledge of Supply Chain Resilience in Less-Developed Countries in the Pandemic Age

2022

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The constraints imposed by the pandemic COVID-19 increased the risks of the disruption of supply chains, bringing new challenges to companies. These effects were felt more intensely in less-developed countries, which are highly dependent on imports of products and raw materials. This study aims to assess the impact of supply chain resilience in a less-developed country (Guinea-Bissau) using complex adaptive system theory. We used a qualitative methodology through multiple case studies. Semi-structured interviews were conducted with four companies. The semi-structured script contains questions about supply chain disruptions, vulnerabilities and resilience. The main results show that the companies in Guinea-Bissau, due to their dependence on the outside world and the absence of formal, larger and more diversified supply chains, suffered serious consequences with the disruption imposed by the pandemic. It was also concluded that the more resilient the supply chain, the fewer the impacts of crisis events and that the resilience of companies at this level depends on their obtaining competitive advantages over their competitors. The main practical implications of this study are the need to formalize the supply chain, diversify the supply of services and products of companies dependent on the exterior, adopt metrics that allow for the early detection of situations of supply chain disruption, effectively manage stocks and promote proactive crisis resolution strategies. Studies on the impact of resilience on supply chains in crises are scarce, especially on companies located in underdeveloped countries.

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Section: Methodsmentioning

confidence: 99%

Developing Knowledge of Supply Chain Resilience in Less-Developed Countries in the Pandemic Age

2022

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“…Currently, with the presence of a new consumer profile which is more demanding and omnipresent, it can be considered that this has become a key part in the co-creation of the value of numerous brands in the world [4,20]. As such, building customer loyalty has become a central and fundamental element in their relationship management.…”

Section: Digital Marketing In B2bmentioning

confidence: 99%

The New Times of Social Media Marketing in the B2B Framework

Lopes

Oliveira

2022

Businesses

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Nowadays, we live in the age of Marketing 4.0. Historically, marketing has often depended on changing consumer habits and needs. Thus, it is necessary to understand the new habits and needs of the consumer to make companies more and more effective. Currently, social media marketing (SMM) is ubiquitous in organizations, and is seen as a tool to achieve strategic goals. Therefore, SMM is important for companies to adapt their approach to customer relationship management and advance new marketing competencies to enable customer satisfaction. To drive customer satisfaction and improve customer experience, managers are loading social media applications into their current customer relationship management (CRM) systems. This study seeks to understand the feasibility of implementing SMM in business to business (B2B) companies and how this affects CRM and customer knowledge management (CKM). For this study, data were collected from two Portuguese micro-companies. The methodology used was exploratory qualitative in nature through a multiple case study, wherein semi-structured interviews were applied. It was found that SMM cannot be used in the B2B companies under investigation because CRM needs are much more dependent on CKM than on the mass interactions and indirect communication with the customer that can potentially exist in SMM. In these companies, communication with the client can be adjusted on a case-by-case basis through SMM, without the need for mass communication with all clients. This paper provides implications for the management of micro-enterprises regarding social media marketing. It also contributes to the development of the literature on SMM, CRM and CKM.

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“…When asked if social approval was important when shopping, 28 of the respondents answered no, none of them shopped online for any kind of social approval. According to Rodrigues et al (2021a), the influence of social circles has relevance on consumers' intention to interact with the brand. However, 2 of the respondents answered affirmatively, justifying that it is a way of being accepted by the society that makes them decide to buy a product.…”

Section: Subtheme 1: Competing Against Other Shoppersmentioning

confidence: 99%

The Epic Game of Creating a Successful Gamified Co-Creation Strategy

Lopes

Gomes

Santos

et al. 2022

Administrative Sciences

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This paper aims to explore consumer engagement with online retailers through gamification, the use of game mechanics, and co-creation. A qualitative methodology was used through an exploratory case study approach. The interviews were conducted with 30 Portuguese consumers. It was found that the majority of respondents do not consider online shopping as a substitute for other entertainment activities. Respondents stressed that in online shopping, the important thing is personal satisfaction and their needs. According to the Hexad model, these characteristics fit the free spirit gamer, the Barttle model the explorer and the BrainHex model the seeker. As far as co-creation is concerned, the results indicate that most of the interviewees do not value the tools that exist on the retailers’ websites which allow them to create their own product. This study provides recommendations for retailers to implement a successful co-creation gamification strategy. Companies need to include gaming elements to enhance the retail experience and increase sales. In turn, this can increase competitive pressures among retailers by improving the services and products they offer. This paper provides empirical support for the current dearth of qualitative studies on the role of gamification and co-creation in the online retail experience. Many of the findings of this study are not in line with existing literature, allowing the conclusion that gamification alone is no longer enough to engage the online retail consumer with products and brands, requiring co-creation for the effective engagement of this consumer.

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Gamification as a New Trend in the Co-Creation Process

Cited by 10 publications

References 53 publications

Developing Knowledge of Supply Chain Resilience in Less-Developed Countries in the Pandemic Age

Developing Knowledge of Supply Chain Resilience in Less-Developed Countries in the Pandemic Age

The New Times of Social Media Marketing in the B2B Framework

The Epic Game of Creating a Successful Gamified Co-Creation Strategy

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