How to increase social welfare derived through co-creation activities

• Project/Area Number: 17K04023
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Konan University (2019); Osaka Jogakuin College (2017-2018)
• Principal Investigator: Aoki Kei 甲南大学, マネジメント創造学部, 准教授 (50761045)
• Project Period (FY): 2017-04-01 – 2020-03-31
• Project Status: Completed (Fiscal Year 2019)
• Budget Amount: ¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000); Fiscal Year 2019: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000); Fiscal Year 2018: ¥2,340,000 (Direct Cost: ¥1,800,000、Indirect Cost: ¥540,000); Fiscal Year 2017: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
• Keywords: 価値共創 / ユーザーイノベーション / C to Cビジネス / リードユーザー / 社会的価値 / ブランド体験価値 / イノベーション / 共創コミュニティ / 教育 / 共創 / プラットフォーム / ブランド体験 / クラウドソーシング

Outline of Final Research Achievements

This research aimed to demonstrate how to increase social welfare through co-creation activities among firms and consumers. First, I examined how Apple achieves innovations to change the education through co-creation with their lead users and found that the participants take the advantages to connect with other members.
Furthermore, I compared the C to C business participants who utilize their own knowledge and skills with ordinary people and found that the former group showed significantly higher level of well-being. The results showed that co-creation activities increase social welfare in addition to economical value.

Academic Significance and Societal Importance of the Research Achievements

本研究を通して、個人が共創活動に参画することで、社会にも（e.g.教育の変革）、個人にも(e.g.他者とのつながり）、企業にも有用な価値が生み出されていることが明らかになった。。これは企業が共創活動に取り組む意義を明確に提示するものである。
コロナ禍において、個人がそれぞれのスキルを活かして、社会に貢献する事例には枚挙にいとまがなく、この動きは今後も加速するものと考えられる。このような活動が、社会に価値をもたらすと同時に、当事者の幸福度をも高めることが示唆されたことは、意義のある発見であるといえよう。

Research Products

• [Int'l Joint Research] Howard University/Kennesaw State University(米国)
• [Journal Article] Collective Innovation with Users: (2019)
  • Author(s): 青木慶
  • Journal Title: Japan Marketing Journal Volume: 39 Issue: 2 Pages: 22-35
  • DOI: 10.7222/marketing.2019.035
  • NAID: 130007718946
  • ISSN: 0389-7265, 2188-1669
  • Year and Date: 2019-09-27
  • Peer Reviewed / Open Access
• [Journal Article] Can Brand Experience Increase Customer Contribution: How To Create Effective Sustainable Touchpoints With Customers (2019)
  • Author(s): Aoki, K., Obeng, E., Borders, A.L. and Lester, D.H.
  • Journal Title: Journal of Global Scholars of Marketing Science Volume: 29(1) Issue: 1 Pages: 51-62
  • DOI: 10.1080/21639159.2018.1551728
  • Peer Reviewed / Open Access / Int'l Joint Research
• [Presentation] The Relationship between Brand Experience and Word-of-Mouth (WOM) (2019)
  • Author(s): Aoki, K., Obeng, E., Borders, A.L. and Lester, D.H.
  • Organizer: 2019 AMA Winter Academic Conference
  • Int'l Joint Research
• [Presentation] How to increase social welfare through household sector innovation? (2019)
  • Author(s): Kei Aoki
  • Organizer: 17th International Open and User Innovation Conference
  • Int'l Joint Research
• [Presentation] Why Build Sustainable Relationships with Customers? (2019)
  • Author(s): Aoki, K., Borders, A.L. and Lester, D.H.
  • Organizer: 2019 Atlantic Marketing Association Conference
  • Int'l Joint Research
• [Presentation] C to Cビジネスへの参画がもたらす社会的価値 (2019)
  • Author(s): 青木慶
  • Organizer: 日本消費者行動研究学会 第59回消費者行動研究コンファレンス
• [Presentation] The Relationship between Brand Experience and Word-of-Mouth (WOM) (2019)
  • Author(s): Kei Aoki, Efua Obeng, Aberdeen Leila Borders and Deborah H. Lester
  • Organizer: 2019 AMA Winter Academic Conference
  • Int'l Joint Research
• [Presentation] The Effectiveness of a "Lead User" Community for the Diffusion of User Innovation -The Apple Distinguished Educator Program (2018)
  • Author(s): Kei Aoki
  • Organizer: The 16th International Open and User Innovation Conference
  • Int'l Joint Research
• [Presentation] Brand Experience, Sustainable Touchpoints, and Customer Contributions (2018)
  • Author(s): Kei Aoki, Efua Obeng, Aberdeen Leila Borders and Deborah H. Lester
  • Organizer: 2018 Atlantic Marketing Association Conference
  • Int'l Joint Research
• [Presentation] 共創コミュニティから創出する社会的価値 Apple Distinguished Educator Programの事例より (2018)
  • Author(s): 青木 慶
  • Organizer: 日本マーケティング学会 マーケティングカンファレンス2018
• [Presentation] Can Brand Experience Increase Customers’ Contribution? : Brand advocates derived from co-creation platform (2018)
  • Author(s): Kei Aoki
  • Organizer: American Marketing Association
  • Int'l Joint Research