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This paper aims to deepen the understanding of the service design concept by critically analyzing the existing servitization literature. The paper’s main purpose is to structure service design and offer a clear understanding of how it should be applied.

A systematic literature review was conducted within servitization literature to understand the evolution of the service design concept. The authors use service design pillars (i.e. user-centered, co-creative, sequencing, evidencing and holistic) as a theoretical framework to explain how service design should be effectively incorporated into the servitization journey.

The findings expose a discordant interpretation of the pillars underpinning service design, revealing a paradoxical comprehension that jeopardizes its practical advancement within the servitization literature. The authors propose that service design should first be seen holistically, then target user-centered practices for sequencing service development steps, and finally, co-creating with partners to make the service evident to users. Furthermore, the authors contextualize service design within contemporary and traditional service-related issues such as servitization innovation, customer experience, service-dominant logic, service ecosystems and digital transformation.

This research pinpoints the service design concept’s shortcomings in the servitization literature. The study promotes a critical reflection on the service design concept and its current application, providing avenues for future research.

The purpose of this study is to present the possibilities of co-creation-type reconstruction methods by focusing on examples of reconstruction in communities affected by the 2011 disaster in Japan. This is because the reconstruction of a community is not a matter of supplementing what has been physically lost, but must include social and cultural aspects. We will also conduct research based on the idea that by placing the residents, who are the bearers of the community, in the lead role, we can achieve a recovery that promotes maturity, rather than a recovery that overwrites the community.

This research was initially conducted for the purpose of reconstruction assistance, but in the process, the author conducted research using information obtained through material surveys on local history and self-governing activities, interview surveys on pre-disaster life, and participatory observation of reconstruction activities. In order to extract knowledge on co-creative reconstruction methods, the author focused on the actual state of cooperation between residents, experts involved in reconstruction support, and the government, based on past research conducted by the author, and extracted what could be considered co-creation from this.

Co-creative reconstruction is defined as a state in which a shared vision for reconstruction is created by each organization involved in the reconstruction process, with the residents at the core, and collaboration is generated beyond the organizational framework in order to achieve the objectives. This case study can be divided into the following three stages: the stage where the local residents start the recovery process, the stage where a vision for recovery is drawn up based on the recovery project organized by the government, and the stage where collaboration beyond the organizational framework is created to achieve the recovery vision.

Compared to normal urban development, reconstruction projects in disaster-stricken areas are carried out simultaneously in a short period of time. Therefore, in order to capture the details of reconstruction, it is necessary to limit the target area and continue participant observation. However, the limited number of areas to be studied makes it difficult to conduct comparative verification. In addition, the unclear concept of “co-creation” requires the formation of common values through the verification of various case studies. Therefore, it is essential to form an environment in which various case studies can be collected and discussed.

Many of the research reports on earthquake recovery are extracts on specific themes. As a result, it is difficult to obtain an overall picture of how specific areas are recovering. As such, there are few examples that can serve as a reference when confronting reconstruction and an exploratory approach to the unclear future is required. Therefore, this study has practical findings in that it presents concrete sample information by clearly indicating issues and reconstruction systems on a long-term time horizon.

It is nonsense to impose a uniform recovery plan in the midst of a mature society with increasingly diverse values. It is necessary to explore the possibility of bottom-up reconstruction in which residents play a leading role as a way to realize individualized and diverse reconstruction. This study presents the possibility of promoting reconstruction while maintaining equal relationships among residents, experts, and the government.

First, the study captures the actual situation of the village before the earthquake and the actual situation of the village during the reconstruction process, using the village as the basic unit. Second, it captures the reconstruction process of the village over a 10-year time frame. According to a specific timeline, the activities, discussions, and institutional changes to promote reconstruction are positioned. Third, in the limited phase of earthquake reconstruction, the project is providing information and analysis from a comprehensive and multifaceted perspective by narrowing down the target areas and continuing high-resolution surveys.

This study, a conceptual paper, analyses the growth of curation in tourism and hospitality and the curator role in selecting and framing products and experiences. It considers the growth of expert, algorithmic, social and co-creative curation modes and their effects.

Narrative and integrative reviews of literature on curation and tourism and hospitality are used to develop a typology of curation and identify different curation modes.

Curational techniques are increasingly used to organise experience supply and distribution in mainstream fields, including media, retailing and fashion. In tourism and hospitality, curated tourism, curated hospitality brands and food offerings and place curation by destination marketing organisations are growing. Curation is undertaken by experts, algorithms and social groups and involves many of destination-related actors, producing a trend towards “hybrid curation” of places.

Research is needed on different forms of curation, their differential effects and the power roles of different curational modes.

Curation is a widespread intermediary function in tourism and hospitality, supporting better consumer choice. New curators influence experience supply and the distribution of consumer attention, shaping markets and co-creative activities. Increased curatorial activity should stimulate aesthetic and stylistic innovation and provide the basis for storytelling and narrative in tourism and hospitality.

This is the first study of curational strategies in tourism and hospitality, providing a definition and typology of curation, and linking micro and macro levels of analysis. It suggests the growth of choice-based logic alongside service-dominant logic in tourism and hospitality.

A sense of collective free-thinking with tangible goals makes co-creation an enlightening experience. Yet despite the freedom and organic flow of the methodology, there remain barriers to deploying co-creation in the real-world context. The aim was to understand the barriers and solutions to co-creation, reflect on applying co-creation in practice and co-create an applicable framework for co-creation.

These reflections and conceptual developments were completed using a Participatory Action Research Approach through the co-creation of the Erasmus+ funded Co-creating Welfare course.

Results presented are centric to the experiences in the United Kingdom but led to application at an international level. Problem formulation led to solutions devised about who should co-create, what co-creation aims to achieve, how to receive management buy-in, co-creating beyond the local face to face context and evaluation.

The Three Co’s Framework is proposed using the outline of: Co-Define, Co-Design and Co-Refine. Those who take part in co-creation processes are recommended to be called co-creators, with less focus on “empowerment” and more about facilitating people to harness the power they already have. Utilising online and hybrid delivery methods can be more inclusive, especially in response to the COVID-19 pandemic. The use of co-creation needs to be evaluated more moving forwards, as well as the output co-created.

Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its multidimensional nature and the process of co-creation.

Focused within the context of the Wonderful Indonesia brand, the research draws upon a rich qualitative data set derived from in-depth interviews conducted with 18 international tourists, supplemented by netnography (or internet ethnography) of websites, social media and online articles related to Wonderful Indonesia. Using grounded theory methodology, the qualitative data undergo rigorous analysis to identify emergent themes and patterns.

The research elucidates the four dimensions (4S) comprising brand gestalt: storyscapes, sensescapes, servicescapes and stakeholderscapes. Each dimension is further delineated into essential categories, providing a comprehensive understanding of brand gestalt. This study highlights the collaborative nature of brand gestalt, emphasizing the involvement of multiple stakeholders in shaping the brand's identity and perception. Consumer perceptions of co-creation are identified as significant contributors to brand gestalt, enhancing the brand's value proposition.

Destination management and practitioners can use the insights from the research to refine their brand management and marketing strategies by leveraging the dimensions of brand gestalt. Recognizing the collaborative construct of brand gestalt can guide businesses in fostering meaningful relationships with stakeholders and aligning branding efforts with collective visions. Understanding the role of consumer co-creation in brand development can inform strategies aimed at enhancing brand equity and fostering consumer loyalty.

This study extends existing literature on brand gestalt by providing a comprehensive examination of its four dimensions and essential categories. By emphasizing the collaborative nature of brand gestalt, this study contributes to advancing the understanding of brand co-creation paradigms. The identification of consumer perceptions of co-creation as a significant factor in brand gestalt adds novel insights to the literature, offering valuable implications for brand management and marketing strategies.

This study aims to provide an explorative perspective on how workarounds – defined as practices that deviate from an official pathway to a target – delineate a decisive element for users with visual impairment to enable assistive technologies in the context of office work.

An ethnographic study with in situ observation at participants’ work locations together with interviews was conducted to cater for the explorative nature of this study.

The study outlines three types of workarounds that can be distinguished into: (1) own investment into invisible work, (2) engaging support from colleagues and (3) the complete circumvention of technology use. It is furthermore discussed that workarounds remain largely unnoticed but yield the potential as an enabling factor for insights into the use of assistive technology (AT).

The layered model of workarounds that locates them at the individual, social and organisational level can guide the design and analysis of enabling technologies in complex office work contexts. Technology designers can incorporate enquiries on workarounds into participatory or co-creative design processes. Information technology (IT) professionals and leaders of IT support teams can use this model to gain insights from workarounds into improvement opportunities for the effective integration of assistive technologies.

This study connects the concept of workarounds, which is deeply rooted in the tradition of workplace studies and computer-supported cooperative work (CSCW), with the practices of handling technology employed by knowledge workers with visual impairments to retain workability. This approach offers a novel perspective on the embeddedness of enabling technologies in the context of knowledge work. It highlights the intricate ways in which technology is integrated into daily work practices, thereby providing valuable insights into the intersection of AT and knowledge work.

This study aims to present a methodological experience using geodesign as a process and instrument that facilitates citizen awareness and the use of alternative urban parameters in a discipline of an undergraduate course in architecture and urbanism, about urban planning at a local scale.

Aiming to develop solutions more suited to the reality of the area and attentive to contemporary practices of collaborative urban planning – for and with people – the methodological approach was divided into two complementary steps. The first step was elaborated through a general plan of ideas, with the aid of the Geodesign Hub platform, and for the more detailed second step, we used the Brazilian virtual GISColab geodesign platform. Both steps were conducted in workshop format.

In this experience, by incorporating geoinformation technology resources, geodesign proved to be a potential tool for creating opinions and decision-making regarding co-creative planning and experimenting with alternative urban parameters.

In the context of a current scenario of city growth oriented from the perspective of motor vehicles, the urban sprawl and in turn, the progressive loss of the human dimension in the urban space, students were introduced and encouraged to reflect on the different functions of the street and on the possibility of measuring urban quality from alternative parameters: completeness indicators.

This study investigates the application of collaborative inquiry within innovation management, employing platform thinking to address challenges of generalizability and relevance. The aim is to integrate Collaborative Inquiry methods, characterized by participatory, diffuse, and reflective practices, to transform research into a tool for impactful change in organizations in the field of innovation management.

A longitudinal participatory case study approach focuses on the IDeaLs case—a research platform that collaborated with multiple companies over several years. The data gathered and analyzed comes from the research project within the research platforms over the first two editions and from the research platform management and coordination activities.

The study introduces the Collaborative Research Platform Approach (CRPA), demonstrating its effectiveness in addressing typical constraints of traditional research methodologies through a real-world application within the IDeaLs case. The findings highlight the CRPA's potential in fostering a dynamic, co-creative research environment that bridges theoretical knowledge with practical applications, thus enhancing both scholarly and organizational outcomes while pursuing a future change within the organizations.

There are two main research implications. First, it proposes platform thinking as a theoretical lens to read a multi-stakeholder phenomenon in the research domain, confirming its nature of value-creation mechanisms, using it outside the business model and strategic space. Second, it offers a methodological contribution by presenting the CRPA framework.

The CRPA framework offers organizations a structured approach to managing collaborative research projects that align with both academic rigor and practical relevance. Companies engaged in the study reported enhanced ability to implement actionable insights from research, influencing real-time decision-making processes.

By fostering collaborative engagements across multiple stakeholders, the CRPA promotes a research culture that values inclusivity and practical impact, potentially leading to broader societal benefits through improved innovation management practices.

This paper contributes to the innovation management field by proposing the CRPA, which integrates principles of Platform Thinking with Collaborative Inquiry. This novel approach is designed to improve the applicability and scope of innovation research, offering a robust framework that enhances engagement and utility across academic and business domains. It uses platforms as a theoretical lens to read a multi-stakeholder environment in the research domain.

Extant literature has extensively explored the factors driving consumer emotions. This study aims to contribute to the ongoing discourse by elucidating the influence of co-creation on consumer emotions. Specifically, this investigation seeks to probe how co-creation activities, orchestrated by firms, impact consumers' emotional experiences, with a particular emphasis on brand happiness. By addressing this research gap, the author aims to shed light on the understudied domain of co-creation's effects on consumer emotions, notably brand happiness, a subject that warrants further investigation in prior scholarly works.

Using surveys as the primary data collection method, the author assesses consumer perceptions, emotions and brand social responsibility. The initial study aims to discern the mediating role of brand social responsibility in the link between co-creation and brand happiness. Subsequently, the second study evaluates the moderating effect of brand social responsibility in the relationship between co-creation and brand happiness. These systematic investigations enable us to uncover the intricate dynamics between co-creation, brand social responsibility and consumers' emotional experiences, culminating in a deeper understanding of the phenomena at play.

The empirical findings of this study unveil the substantial impact of co-creation on consumers' brand happiness. Engaging in co-creation with a brand leads to a notable elevation in consumers' perceptions of the brand's social responsibility. Importantly, this heightened perception of brand social responsibility positively influences their emotional affinity toward the brand, resulting in increased happiness. Furthermore, this investigation sheds light on an intriguing aspect – the role of an individual's personal expressiveness. It accentuates how personal expressiveness acts as an augmenting factor, strengthening the effect of co-creation on brand happiness.

This research addresses the relatively underexplored topic of brand happiness, which constitutes a fundamental aspect of consumers' experiences. By shedding light on the intricate interplay between co-creation, consumer emotions and happiness, this research introduces an essential theoretical framework that emphasizes the pivotal role of co-creation in driving consumer emotional experiences and overall happiness. As such, this study presents a comprehensive and valuable contribution to the growing body of knowledge in consumer behavior and marketing.

This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.

To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.

The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.

OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.