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1 – 5 of 5Olivier van Noort and Fredo Schotanus
In an urban environment in The Netherlands, a municipality, a health insurance company and nine health care organisations try to integrate health care services and social services…
Abstract
Purpose
In an urban environment in The Netherlands, a municipality, a health insurance company and nine health care organisations try to integrate health care services and social services by means of a global, population-based budget for three areas with above the average costs. Against a background of changing circumstances and bureaucratic impediments, they try to reach an agreement on the contractual provisions before starting cooperation in everyday practice. The purpose of this paper is to describe and evaluate the cooperative process.
Design/methodology/approach
The paper reflects the authors’ personal experiences and interpretation of the cooperative process.
Findings
The participants experience was that the ideals they had started with faded when financial and juridical procedures dominated the discussions. In contrast with that, focusing on the population involved created positive energy and motivation.
Practical implications
Uncertainties are part of social innovation and therefore, formal contracts will be incomplete. Trust building techniques and creating common values and culture are necessary ingredients for developing confidence that the cooperating parties will be able to cope with unforeseen developments or outcomes.
Originality/value
The paper may contribute to the successful development of innovative agreements between purchasers and providers of health care and social care in order to achieve better integrated services without rising costs.
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Keywords
John R. Hauser, Zelin Li and Chengfeng Mao
We provide an overview of how artificial intelligence is transforming the identification, structuring, and prioritization of customer needs – known as the voice of the customer…
Abstract
We provide an overview of how artificial intelligence is transforming the identification, structuring, and prioritization of customer needs – known as the voice of the customer (VOC). First, we summarize how the VOC helps firms gain insights on using user-generated data. Second, we discuss the types of user-generated data and the challenges associated with analyzing each type of data. Third, we describe common methods, matched to the firms' goals and the structure of the data, that are used to analyze the VOC. Fourth, and most importantly, we map the methods to relevant applications, providing guidance to select the appropriate method to address the desired research questions.
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Susana C. Silva, Paulo Alexandre Oliveira Duarte and Sara Resende Almeida
The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their…
Abstract
Purpose
The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes and how the investment is handled in these type of marketing programmes.
Design/methodology/approach
A mixed-methods approach involving multiple cases and a survey was used. Data were collected from personal interviews with eight professionals responsible for SMM management, from four B2B and four B2C companies, complemented with responses to a web-based survey by the other 28 companies’ marketing managers.
Findings
The results show that there are some differences between B2B and B2C companies regarding SMM evaluation and investment but in general marketing managers for both types of firms use simple metrics to evaluate their SMM programmes. The main measures used relate to awareness, engagement and reach and most of the metrics identified are interaction-related.
Research limitations/implications
Given the complex and sensitive nature of the subject, more research is needed focussed on providing additional evidence from a larger sample of B2B and B2C organizations to allow the extension of the finding to the population as the non-probabilistic nature and size of the current sample impose that the findings should be interpreted carefully. Future research should focus on understanding what the firm’s characteristics predict the importance and level of effort placed in SMM and the barriers to ROI measurement in SMM programmes, especially in B2B firms.
Practical implications
The current findings confirm that the topic of SMM ROI evaluation is not a priority for B2C or B2B companies. There is a need for an update of their online marketing strategy, namely, on budget definition and allocation. Furthermore, companies should increase the autonomy of SM managers, as they are dependent from marketing managers and hire specialized professionals devoted to SMM in both B2C and B2B companies.
Originality/value
The findings of this study contribute to improve the understanding of the evaluation of SMM and to extend the literature on the subject. It also provides a relevant advance into the assessment and understanding on the measures used to evaluate the effectiveness of SMM programmes by offering a comparison on how B2B and B2C use metrics and allocate resources to the SMM management.
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Emily Joan Darlington, Gemma Pearce, Teresa Vilaça, Julien Masson, Sandie Bernard, Zélia Anastácio, Paul Magee, Frants Christensen, Henriette Hansen and Graça S. Carvalho
The aim was to identify the competencies professionals need to promote co-creation engagement within communities.
Abstract
Purpose
The aim was to identify the competencies professionals need to promote co-creation engagement within communities.
Design/methodology/approach
Co-creation could contribute to building community capacity to promote health. Professional development is key to support co-creative practices. Participants were professionals in a position to promote co-creation processes in health-promoting welfare settings across Denmark, Portugal, France and United Kingdom. An overarching unstructured topic guide was used within interviews, focus groups, questionnaires and creative activities.
Findings
The need to develop competencies to promote co-creation was high across all countries. Creating a common understanding of co-creation and the processes involved to increase inclusivity, engagement and shared understanding was also necessary. Competencies included: How to run co-creation from the beginning of the process right through to evaluation, using feedback and communication throughout using an open action-oriented approach; initiating a perspective change and committing to the transformation of co-creation into a real-life process.
Practical implications
Overall, learning about underlying principles, process initiation, implementation and facilitation of co-creation were areas identified to be included within a co-creation training programme. This can be applied through the framework of enabling change, advocating for co-creative processes, mediating through partnership, communication, leadership, assessment, planning, implementation, evaluation and research, ethical values and knowledge of co-creative processes.
Originality/value
This study provides novel findings on the competencies needed for health promoting professionals to embed co-creative processes within their practice, and the key concerns that professionals with a position to mediate co-creation have in transferring the abstract term of co-creation into a real-world practice.
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