Co-creation as a concept and process has been prominent in both marketing and design research over the past ten years. Referring respectively to the active collaboration of firms with their stakeholders in value creation, or to the participation of design users in the design research process, there has arguably been little common discourse between these academic disciplines. This article seeks to redress this deficiency by connecting marketing and design research together—and particularly the concepts of co-creation and co-design—to advance theory and broaden the scope of applied research into the topic. It does this by elaborating the notion of the pop-up store as temporary place of consumer/user engagement, to build common ground for theory and experimentation in terms of allowing marketers insight into what is meaningful to consumers and in terms of facilitating co-design. The article describes two case studies, which outline how this can occur and concludes by proposing principles and an agenda for future marketing/design pop-up research. This is the peer reviewed version of the following article: Overdiek A. & Warnaby G. (2020), "Co-creation and co-design in pop-up stores: the intersection of marketing and design research?", Creativity & Innovation Management, Vol. 29, Issue S1, pp. 63-74, which has been published in final form at https://doi.org/10.1111/caim.12373. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. LinkedIn: https://nl.linkedin.com/in/overdiek12345
MULTIFILE
Immersive technologies are redefining and revolutionizing the staging of experiences and co-creation of value, implicating the management of customer experiences. However, limited studies have looked at the role of immersive technologies as part of the customer experience management (CXM) process. Incorporating the concepts of experience economy and value co-creation, this study proposes a dynamic CXM framework that highlights the emerging field of immersive technologies like augmented and virtual reality as part of business and marketing research. The framework acts as a guide for researchers and industry practitioners to initiate immersive technology ventures that are rooted in the co-creation and management of customer experiences
MULTIFILE
Through the commodification of nature, the framing of the environment as a ‘natural resource’ or ‘ecosystem service’ has become increasingly prominent in international environmental governance. The economic capture approach is promoted by international organizations such as the United Nations Environmental Program (UNEP) through Reducing Emissions from Deforestation and Forest Degradation (REDD), Payments for Ecosystem Services (PES) and The Economics of Ecosystems and Biodiversity (TEEB). This paper will inquire as to how forest protection is related to issues of social and ecological justice, exploring whether forest exploitation based on the top-down managerial model fosters an unequitable distribution of resources. Both top-down and community-based approaches to forest protection will be critically examined and a more inclusive ethical framework to forest protection will be offered. The findings of this examination indicate the need for a renewed focus on existing examples of good practice in addressing both social and ecological need, as well as the necessity to address the less comfortable problem of where compromise appears less possible. The conclusion argues for the need to consider ecological justice as an important aspect of more socially orientated environmental justice for forest protection. https://doi.org/10.1017/S0376892916000436 https://www.linkedin.com/in/helenkopnina/
MULTIFILE
The focus of this project is on improving the resilience of hospitality Small and Medium Enterprises (SMEs) by enabling them to take advantage of digitalization tools and data analytics in particular. Hospitality SMEs play an important role in their local community but are vulnerable to shifts in demand. Due to a lack of resources (time, finance, and sometimes knowledge), they do not have sufficient access to data analytics tools that are typically available to larger organizations. The purpose of this project is therefore to develop a prototype infrastructure or ecosystem showcasing how Dutch hospitality SMEs can develop their data analytic capability in such a way that they increase their resilience to shifts in demand. The one year exploration period will be used to assess the feasibility of such an infrastructure and will address technological aspects (e.g. kind of technological platform), process aspects (e.g. prerequisites for collaboration such as confidentiality and safety of data), knowledge aspects (e.g. what knowledge of data analytics do SMEs need and through what medium), and organizational aspects (what kind of cooperation form is necessary and how should it be financed).Societal issueIn the Netherlands, hospitality SMEs such as hotels play an important role in local communities, providing employment opportunities, supporting financially or otherwise local social activities and sports teams (Panteia, 2023). Nevertheless, due to their high fixed cost / low variable business model, hospitality SMEs are vulnerable to shifts in consumer demand (Kokkinou, Mitas, et al., 2023; Koninklijke Horeca Nederland, 2023). This risk could be partially mitigated by using data analytics, to gain visibility over demand, and make data-driven decisions regarding allocation of marketing resources, pricing, procurement, etc…. However, this requires investments in technology, processes, and training that are oftentimes (financially) inaccessible to these small SMEs.Benefit for societyThe proposed study touches upon several key enabling technologies First, key enabling technology participation and co-creation lies at the center of this proposal. The premise is that regional hospitality SMEs can achieve more by combining their knowledge and resources. The proposed project therefore aims to give diverse stakeholders the means and opportunity to collaborate, learn from each other, and work together on a prototype collaboration. The proposed study thereby also contributes to developing knowledge with and for entrepreneurs and to digitalization of the tourism and hospitality sector.Collaborative partnersHZ University of Applied Sciences, Hotel Hulst, Hotel/Restaurant de Belgische Loodsensociëteit, Hotel Zilt, DM Hotels, Hotel Charley's, Juyo Analytics, Impuls Zeeland.
The Dutch hospitality sector is the 8th largest contributor to GDP, employing over 500,000 people, yet it remains heavily reliant on manual processes and human labor for service delivery. Structural staff shortages, rising labor costs, and increasing operational demands are pushing the industry to its limits. Hotels and restaurants, the backbone of this sector, are struggling with operational inefficiencies, high staff turnover, and the growing difficulty of maintaining high service standards. An overhaul of the traditional hospitality model is necessary to unlock sustainable growth. This Embrace IT project provides a structured, collaborative approach to solving these pressing challenges. Focusing on three critical areas—housekeeping services, food services, and reception services—the project will co-create concrete, tech-driven solutions together with hospitality businesses, technology providers, and knowledge institutions. These areas represent key operational cost drivers and are vital to revenue generation, making them priorities for industry leaders. By developing technology that complements human labor, the project ensures that operational efficiency improves while leveraging worker well-being and hospitality experience. Over four years, Embrace IT will establish a sustainable innovation ecosystem within the hospitality sector. Through iterative co-creation and field testing of automation, AI, and immersive technologies, the project will equip businesses with the tools and structures to shift from short-term, reactive strategies to long-term, sustainable digital transformation. Moving beyond the current "sensing" phase, where businesses recognize technological trends but are hesitant to act, Embrace IT will deliver concrete and scalable solutions that foster industry-wide adoption. Embrace IT aligns with key sector policy documents such as the 2024 Digital Destinations strategy from the Netherlands Board of Tourism & Conventions (NBTC), ensuring direct support of the broader vision for digital transformation of Dutch hospitality. This project will increase productivity of the sector while improving working conditions and leveraging hospitality experience – to ensure lasting societal impact.
There's a growing recognition that the mainstream economic system contributes to environmental degradation and climate change. This jeopardizes human prosperity and poses existential risks for all life forms. Not waiting for global politics to solve the problems, Regenerative Placemakers show that we can organize ourselves differently. They engage with realigning human systems to work within planetary boundaries as a well-being economy. However, they face challenges, such as incorporating non-human voices and embracing the complexity of co-creation. Our transdisciplinary, exploratory research project aims to incorporate a lifecentric worldview in the collective transformation process when investigating: What tools, methods, and approaches the Stewards of Place could use to embody the ecosystems thinking and be able to integrate the needs and perspectives of nature in a process of decision-making, such that it is understandable and fitting for different types of contexts? Our research focuses on fostering a post-anthropocentric outlook, where human identity merges with broader ecosystems. Through the development of methodologies, we seek pathways to coexist harmoniously within diverse natural habitats, prioritizing ecosystem health. This perspective fundamentally shifts worldviews, placing ecosystem well-being at the forefront. Our goal is to cultivate an integrated approach to living that acknowledges and respects the interconnectedness of all life forms. Consortium Partners: Practice Partners are Regenerative Placemakers, referred to as Stewards of Place: Impact033's, IMPACT024's, and Oosterhout SDG's Local. Together with WEAllNL, they are optimizing conditions for innovative, regenerative leadership in the "Plekathon” pilot project, which will serve as a Living Lab for this participatory research. Changemaker: Stichting Wellbeing Economy Alliance Nederland (WEAllNL)- Bas Poppel leading development of a learning community of practice. Knowledge Partners: Avans’ Economy in Common Research Group: Lector Dr. Godelieve Spaas and researcher Ewelina Schraven, Miranda van Gendt (Plekmakers_), Luea Ritter (World Ethic Forum), and Nature as an Advisor, Inspiration, and Stakeholder.
