Value co-creation – päivän kuuma peruna

Yritysmaailmassa on viime vuosina kohuttu kasvavissa määrin value co-creation -ilmiöstä, arvon yhteiskehittelystä, jolla viitataan yrityksen ja asiakkaan yhteistyön tuloksena syntyvään arvoon. Yksi alan kotikentän tunnetuimmista tutkijoista on Hankenin markkinoinnin professori Tore Strandvik, joka valaisee aihetta kuulijoille heinäkuussa järjestettävässä Pori Jazz for Professionals 2013 -seminaarissa.

strandvik_sMarkkinoinnin professori Tore Strandvik puhuu palveluista ja asiakkuusmarkkinoinnista vuosikymmenten kokemuksella. Hän on työskennellyt Hankenin markkinoinnin laitoksella vuodesta 1981 ja nykyisessä virassaan vuodesta 2001. Strandvik on saanut aitiopaikalta tarkkailla tieteenalan eri käsitteiden ja suuntausten syntymistä ja hiipumista. Hankenilla on pitkät perinteet palvelujen tutkimisessa, ja Strandvik kollegoineen etsii jatkuvasti palvelututkimuksen eturintamalinjoja.

Strandvikin mukaan käsitteet ja suuntaukset ovat yhteydessä tieteidensisäisiin kehitystrendeihin, mutta myös ulkoisen kontekstin muutoksiin. Strandvik on havainnut arvon yhteiskehittelyn (value co-creation) yhdeksi keskeisimmistä ja ajankohtaisimmista aiheista niin tutkimuksessa kuin yritysmaailmassa. Strandvik on oman tutkimustyönsä lisäksi toiminut väitöskirjojen opponenttina sekä ohjannut aiheen parissa työskenteleviä tohtoriopiskelijoita.

Arvon yhteiskehittelyn pitkät juuret

Palvelujen markkinoinnin alkuaikoina 1980-luvulla panostettiin pitkälti palvelujen laadun ymmärtämiseen ja siihen, miten asiakas kokee palveluyrityksen toiminnan. Strandvikin mukaan vasta 2000-luvulla palvelun laadun käsitteen rinnalle tulivat arvo (value) ja asiakkaan kokema arvo (customer perceived value). Sittemmin asiakasta on alettu tarkastella ennemmin tekijänä kuin kohteena ja value co-creation eli arvon yhteiskehittely on tullut kuvaan mukaan.

Palvelumarkkinoinnin saavuttaessa suosiotaan tapahtui 1990-luvun alusta lähtien voimakas uudelleensuuntaus palveluepisodi-ajattelusta asiakkuusajatteluun. Ironista kyllä, valtava muutos ajattelutavassa johti käytännössä siihen, että yritykset kiinnostuivat niin sanottujen CRM -järjestelmien hankkimisesta. Asiakastiedot syötettiin tietokantoihin ja ryhdyttiin markkinoimaan lähettämällä automatisoituja, ja usein vähemmän toivottuja, perinteisiä mainosviestejä asiakkaille. Tämän myötä asiakkuuksien hoitaminen huononi entisestään asiakkaan näkökulmasta ja syntyi tarve hakea uudenlaisia toimintatapoja asiakkuudenhoitoon.

Samanaikaisesti maailma muuttui ja teknologia vapautti asiakkaat markkinointiviestien pakkopaidasta. Asiakas saattoi nyt etsiä informaatiota itse, vertailla, kilpailuttaa, kuunnella toisten asiakkaiden kokemuksia ja jakaa omia kokemuksiaan vapaasti internetin välityksellä. Vähitellen yritykset havahtuivat uudenlaiseen toimintatapaan ja ymmärsivät, että vallankumous oli väistämättömästi tapahtunut. Tästä alkoi Strandvikin mukaan yritysten kiinnostus yhteiskehittelyyn ja ymmärrettiin, että yritykset eivät luo lopullista arvoa asiakkaalle, vaan niiden tarjoamat palvelut ovat osatekijä asiakkaan omassa toiminnassa, josta muodostuu arvoa asiakkaalle.

Yhteiskehittelyn monet kasvot

Optimistisimmat ajattelevat arvon yhteiskehittelyn tarkoittavan sitä, että yritys johtaa ja asiakas otetaan mukaan toimintaan. Tore Strandvik edustaa kuitenkin toista näkökulmaa siinä mielessä, että hän on pyrkinyt ymmärtämään asioita asiakkaan näkökulmasta; miten asiakas johtaa ja ottaa eri yrityksiä mukaan omaan toimintaansa. Strandvik korostaa, ettei arvon yhteiskehittely ole oikotie kannattavuuteen, ja lisää, että näkökulmasta riippumatta yritysten tulisi keskittyä ymmärtämään asiakasta ja yhteiskehittelyn luonnetta niin teoriassa kuin käytännössä.

Arvon yhteiskehittelyn nähdään pitävän sisällään lukuisia uusia mahdollisuuksia liiketoiminnalle. Strandvik linjaa, että arvon yhteiskehittely on mahdollista vain asiakkaiden ehdoilla. Oikein toteutettuna arvon yhteiskehittelyllä voidaan saada aikaan kustannussäästöjä sekä parempaa asiakasarvoa.

Terveiset seminaariosallistujille

Arvon yhteiskehittely on tämän hetken kuuma peruna, niin akateemisessa markkinointitutkimuksessa kuin liiketoiminnassa. Tore Strandvik lupaa perehdyttää Pori Jazz for Professionals  -seminaarin osallistujat tarkemmin aiheeseen 16. heinäkuuta. Hän lähettää terveisensä seminaariosallistujille kehottaen tulemaan paikan päälle ihmettelemään, pohtimaan ja keskustelemaan, mitkä mahdollisuudet ja haasteet ovat syntymässä aiheen ympärille lähitulevaisuudessa.

Kirjoittanut: Milla Kortesoja ja Tanja Lehtinen

Keynote speakers – Pori Jazz for Professionals 2013

International Event Management Summer Seminar 16th to 18th July

 

Kahn_Ashley bw+col (2)sAshley Kahn (the USA)

A Professor at New York University, music historian, journalist and author

Ashley Kahn has been a professor of music history and criticism at NYU for nine years teaching various courses for the Clive Davis Department of Recorded Music and lecturing at other institutions as well. Before NYU, Kahn worked as a producer at Festival Productions Inc. for 10 years.

Kahn has written several books. His most critically acclaimed books have been on two major jazz albums, Kind of Blue: The Making of the Miles Davis Masterpiece and A Love Supreme: The Story of John Coltrane’s Signature Album. His writings have been published in The New York Times, The Wall Street Journal, Downbeat, Jazz Times, the Rolling Stone, Mojo, New Statesman, GQ, and many others. He has earned two Grammy nominations, three ASCAP/Deems Taylor Awards, and two Book of the Year Distinctions from the Jazz Journalist Association.

Ashley Kahn has a wide experience of different music related jobs from Deejay to Video Producer and Freelance Writer, from Road Manager to Concert Producer and TV Music Editor for VH1, and he was the primary editor of Rolling Stone: The Seventies. During his thirty-year career in the music business, Kahn has been a part of countless concert productions, tours, and festivals. As a Road Manager he has toured with Paul Simon, Peter Gabriel, Ladysmith Black Mambazo, Debbie Harry & the Jazz Passengers, Hugh Masekela, Lucky Dube and Britney Spears.

Most recently he has spoken, presented and conducted interviews at a variety of festivals and conferences including SXSW, CMJ, New Orleans Jazz & Heritage Festival, Umbria Jazz Festival (Perugia and Orvieto), North Sea Jazz Festival (Rotterdam), The Detroit Jazz Festival, Monteray Jazz Festival, Barcelona Jazz Festival, Berklee School of Music and other universities, music conferences and festivals. Kahn also continues to work very closely with the Miles Davis family on various projects, including a Miles Davis museum exhibition, tribute concerts and various panels and speaking engagements.

Paul GudginPaul Gudgin (UK)

Festival Director of the City of London Festival, Senior Consultant at Edinburgh Napier University

Paul Gudgin, a former director of Edinburgh Festival Fringe, the world’s largest art festival, has over 20 year experience in the management of festivals and events. The City of London Festival has appointed him as its new Festival Director from 1st of August 2013. Gudgin worked as the director of Fringe for eight years in 1999 – 2007. He has a strong record of achieving considerable growth, the Edinburgh Festival Fringe doubled the number of sold tickets from 800 000 to 1,6 million during his time. Paul Gudgin was responsible for a number of IT initiatives as well as developing the festival profile and coverage both internationally and within the U.K.

Paul Gudgin has also been appointed as Visiting Professor of Festivals and Events by Leeds Metropolitan University and the Senior Consultant at the Edinburgh Institute for Festival and Event Management at Edinburgh Napier University. He also works as a freelance trainer and a consultant of festival and event management, has hosted festival management workshops in seventeen countries and been a keynote speaker at leading event conferences in Ireland, Canada, Australia, South Korea, New Zealand, The US and China.

Tore StrandvikTore Strandvik (Finland)

Professor of Marketing, Hanken School of Economics, Helsinki

Tore Strandvik, PhD, is a professor in Marketing at Hanken School of Economics, Helsinki. His earlier academic career includes various positions at Hanken School of Economics, where he has taught for over 30 years. He has also served as a professor in Business Administration at University of Karlstad, Sweden. His research interests include service, relationships and marketing communication and his latest research focuses on customer value formation, value co-creation and customer value dynamics. In 2010 Strandvik carried out a research on ”The Value of Customer Co-creation in Service Innovation”, with a focus on value co-creation; a topic he will further introduce to the attendants of Pori Jazz for Professionals seminar 2013.

Julia_original_sJulia Trabskaya (Russia)

Associate Professor at the National Research University´s Higher School of Economics, Senior Researcher at the Laboratory of Economics of Culture, St. Petersburg

Julia Trabskaya is an Associate Professor at the National Research University Higher School of Economics and Senior Researcher at the Laboratory of Economics of Culture. Her research interests are destination gastronomic branding, art management and festival management. Her experience includes working in the consulting department at Sberbank of Russia and her latest research focuses on the role of gastronomic brands in promotion of tourist destination.

Juha Miikkulainen, Pori Jazz, toimitusjohtajaJuha Miikkulainen (Finland)

Managing Director, Pori Jazz

Juha Miikkulainen is the new leading figure of Pori Jazz Festival and the year 2013 festival will be his debute as a Managing Director. He has worked for Pori Jazz earlier in his career as a Sales Director, and before rejoining the Pori Jazz team, he worked as a senior consultant for Finpro, the national trade, internationalization and investment development organization. Miikkulainen is enthusiastic about his position as the Managing Director of Pori Jazz and will discuss in the seminar the main challenges of the festival from a new Managing Director’s point of view.

Juha Koivisto 2 (2)_sJuha Koivisto (Finland)

Promoter of Provinssirock and Selmu ry

Juha Koivisto is a promoter of Provinssirock and Seinäjoki Live Music Association, Selmu ry. Selmu ry is a non-profit organization, which focuses on promoting and developing live music and music awareness. It is the organization behind Provinssirock festival, one of the biggest rock festivals in Finland.

Juha Koivisto is also involved in event management, culture, music and community outreach in many ways and he is a member of board of institutions promoting education and research of popular music and festival production, such as Finland Festivals and Rytmi-instituutti.

The introductions of keynote speakers are written by Milla Kortesoja and Tanja Lehtinen. They are students in the Master´s Degree Programme in Creative Business Management.

Pori Jazz for Professionals 16th-18th July 2013

pjfp_2013_webiin

Value co-creation in the Experience Economy

Welcome to the seventh International Event Management Summer Seminar which will be held at the University Consortium of Pori during the Pori Jazz Festival. The theme of the seminar this year is value co-creation in the experience economy. We will approach this theme, not only by well-known professional speakers, but also by getting right into the core of events. Seminar program includes keynote speaks, workshops, Suomi Areena discussion and evening gatherings.

Keynote speakers are:

  • Ashley Kahn, American music historian, journalist and producer and an adjunct professor at New York University
  • Paul Gudgin, Senior Consultant at Edinburgh Napier University and former director of The Edinburgh Festival Fringe
  • Tore Strandvik, Professor of Marketing at Hanken School of Economics, Helsinki
  • Julia Trabskaya, Associate Professor at the National Reseach University´s Higher School of Economics and Senior Researcher at the Laboratory of Economics of Culture in St. Petersburg

The seminar gathers together professionals who are interested in event management: producers, entrepreneurs, educational and development organizations, as well as researchers.

An academic researcher meeting will be held on the first day of the seminar on July 16th, followed by the actual seminar on July 17th-18th.

We look forward to meeting you in July!

Programme (pdf)

Call for papers is now closed. Thank you for your submissions. Call for papers for researcher meeting

Read more about the keynote speakers here

PROGRAMME

TUESDAY 16 July – Researcher Meeting

Venue: Aalto University’s Atelje, University Consortium of Pori (UCPori)

Chair: Arja Lemmetyinen, Dr., Senior researcher, Turku School of Economics at the University of Turku, Pori Unit

11.15     Registration and coffee

11.45     Opening words: Arja Lemmetyinen, Dr., Senior researcher, Turku School of Economics at the University of Turku, Pori Unit

12.00     Keynote: Value co-creation: A perspective, opportunity and challenge?, Tore Strandvik, Professor of Marketing, Hanken School of Economics, Helsinki

13.00     Break

13.10     Research topics. Presentations and discussions

 The Role of Festivals and Events in the Regional Development of Cities – Cases of Two Finnish Cities  Mervi  Luonila, University of Turku, Turku School of Economics, Pori Unit and Tanja Johansson, Sibelius Academy Abstract

The Future of Finnish Music Festivals, Timi Härkönen, Aalto University School of Arts, Design and Architecture Pori Unit Department of Art Abstract

Benchmarking Value Creation of European Classical Music Holiday Destinations: Is There Customer CO-Creation in Bayeruth, Buxton, Orange, Salzburg, Savonlinna, St. Petersburg and Verona? Jukka M. Laitamäki and Donna Quadri-Felitti, New York University Abstract

14.10     Break

14.30     Keynote: Festivals impacts on different groups of stakeholders: hypothesis and issues, Dr. Julia Trabskaya, Associate Professor at the National Reseach University´s Higher School of Economics and Senior Researcher at the Laboratory of Economics of Culture in St. Petersburg

15.20     Break

15.30     Research topics. Presentations and discussions

Reaching Joint Values in a Multicultural Society through Shared Cultural Experiences – an Integration Model, Kristina Kuznetsova-Bogdanovits, Estonian Academy of Music and Theatre Abstract   

Co-creating Collaborative Learning Experiences – Case Multidimensional Event Organizing Course, Minni Haanpää, University of Lapland and Teijo Tekoniemi-Selkälä, Rovaniemi University of Applied Sciences and Jóse-Carlos García-Rosell, University of Lapland Abstract

Co-creating Experiences in Enhancing Entrepreneurial Learning, Lenita Nieminen, University of Turku, Turku School of Economics, Pori Unit and Kärt Summatavet, Aalto University and Arja Lemmetyinen, University of Turku, Turku School of Economics, Pori Unit Abstract

Co-creation ”Open your eyes, you’re in the Pori City Park!” Exhibition – Case Pori hidden beauties geocaching road, Pirita Ihamäki, University of Turku Abstract

16.50     Conclusions

17.00     End of the seminar day

19-21      Art Night, Gallerie Himmelbau (Valtakatu 5)

WEDNESDAY 17 July 2013 – Seminar Day 1

Venue: Auditorium 125, University Consortium of Pori (UCPori, Pohjoisranta 11 A)

Chair: Reijo Kupiainen, Professor, Aalto University, School of Arts, Design and Architecture, Pori Unit Department of Art

9.00     Registration

9.15     Welcoming words: Reijo Kupiainen, Professor, Aalto University, School of Arts, Design and Architecture, Pori Unit Department of Art

9.30     Keynote:  Co-creating Programming narratives as means to festival success, Ashley Kahn, Author, Music Industry Veteran and Adjunct Professor of Music History and Journalism, New York University

10.30     Pori Jazz: Remarks of the main challenges from new ceo, Juha Miikkulainen, managing director, Pori Jazz 66 ry

11.00     Lunch (self paid)

Venue: Pori Art Museum (Eteläranta, Pori)

12.15     Paul Gudgin workshop: Co-creating Festivals, part 1

16.00    Art exhibition, Pori Art Museum

19.00   Pecha Kucha Night, Music Bar Soma (Yrjönkatu 14, Shopping Centre IsoKarhu, third floor)

THURSDAY 18 July 2013 – Seminar Day 2

Venue:  Pori Art Museum (Eteläranta 11, Pori)

Chair: Tapio Häyhtiö, Dr., Project Manager, Turku School of Economics at the University of Turku, Pori Unit

9.00     Paul Gudgin workshop: Co-creating Festivals,  part 2

11.00    Lunch (self paid)

Venue: Puuvillan puisto (Puuvilla Park, Pohjoisranta, Pori)

12.15    Suomi Areena at Puuvillanpuisto: Voiko tapahtumilla elää? – tapahtumien merkitykset, roolit ja vaikutukset (in Finnish)
suomiareena_kevyt

  • Toiminnanjohtaja Kai Amberla, Finland Festivals
  • Johtaja Minna Sirnö, taiteen Edistämiskeskus
  • Puheenjohtaja Mika Virkkala, Selmu ry
  • Strategiapäällikkö Tomi Lähteenmäki, Porin kaupunki
  • Kansanedustaja Kristiina Salonen (SDP)
  • Toimitusjohtaja Markku Kivinen, Satakunnan Yrittäjät
  • Porin kaupunginhallituksen jäsen Juha Vasama (KOK)
  • Tilaisuuden juontajana kehitysjohtaja Heikki Haaparanta, Turun yliopiston kauppakorkeakoulu, Porin yksikkö

Venue: Auditorium 125, University Concortium of Pori, (UCPori, Pohjoisranta 11 A)

13.45     Case Provinssirock: How did we do that… Juha Koivisto, Promotor, Provinssirock

14.30     Closing the seminar

15.00    Living Lab for seminar participants: Consert at Kirjurinluoto Arena

The languages used in the seminar are Finnish and English.

All rights to programme changes are reserved.

LOCATION
University Consortium of Pori (UCPori)
Pohjoisranta 11 A
Pori, FINLAND

REGISTRATION
The seminar is free of charge but the maximum number of participants is limited to 60. So please hurry and register now.
Registration is open until June 1st.

Possible cancellations of registration to reeta.hautaniemi@utu.fi by July 9th. In case of no-show without cancellation, we will charge you 50 €.

ACCOMMODATION

A quota of rooms in different hotels has been reserved for participants in the Pori Jazz for Professionals summer seminar. Please, hurry and book your room as soon as possible before the quota is cancelled, as in Jazz Week, all accommodation in Pori fills up quickly.

The quota of rooms is under the name of the Pori Jazz for Professionals seminar or PJfP.

Available accommodation for bookings:

Scandic Pori         
Itsenäisyydenkatu 41
28100 Pori, FINLAND
Call    +358 (0)2 624 900
E-mail: pori@scandichotels.com

Hotel Amado   
Keskusaukio 2
28100 Pori, FINLAND
Tel +358 2 631 0100
email: amado@amado.fi

Hostel Buisto         
Itäpuisto 13
28100 Pori, FINLAND
Tiina Rosenqvist +358 44 333 0646
email: hostelbuisto@gmail.com

See also the private accommodation in Pori region.
Maisa Pori Regional Tourist Agency tel. +358 (0)2 621 7910

FOR MORE INFORMATION

Turku School of Economics at the University of Turku, Pori Unit
Hanna Suontausta, hanna.suontausta(at)utu.fi, 050 435 6900
Reeta Hautaniemi, reeta.hautaniemi (at)utu.fi, 050 434 2933

Aalto University School of Arts, Design and Architecture
Pori Unit of Department of Art
Sari Mäkiranta, sari.makiranta@aalto.fi, 050 432 2143

Pori Jazz for Professionals seminar is co-produced by:
HITTI – Innovative Management and Development of Welfare Services
JOHDE – Development Project of Event Management
Creative Alternatives
VILKKU – Visual Culture and Creative Alternatives

kaikki-logot-light

Pori Jazz for Professionals 2013: Call for papers for Research Meeting 16th July 2013 – Value co-creation in the Experience Economy

 Call for papers

International Researcher Meeting – Value co-creation in the Experience Economy, for researchers interested in event management and related issues, such as cultural production and tourism, management of creative projects, social media and marketing – old hands, new beginners, doctors and all those who are interested to study event management in practice.

The concept of value co-creation has been a current issue in the field of new product development and in service systems and service logic perspective. As defined by O’Hern and Rindfleisch (2010) the paradigm of co-creation, challenges the traditional   marketing paradigm by a new perspective, in which, customers are active co-creators of the products/services they buy and use. By adding to the concept the context of the experience economy, we invite both academic and business stakeholders to research and shape the future of the co-creation experience in multidisciplinary settings.  We are open for various scientific perspectives of looking at the phenomenon in your research proposals. What we expect, however, is that the submissions share the joint context of interest in Art and Event Management and Experience Economy.

The researcher meeting will be a part of the International Seminar Pori Jazz for Professionals 16th – 18th of July 2013, which is aimed at professionals in the field of cultural production. The meeting will offer a unique opportunity to present your research to fellow researchers and get comments from a professional panel. The seminar is an excellent opportunity to network and meet people – in the middle of the sizzling, largest Jazz festival in Europe, the Pori Jazz.

Submission guidelines and deadlines

15th of May 2013: Submission of abstracts of research papers (max 250 words). English is compulsory for the abstract. The abstract should include keywords, research meeting theme, objectives, methodology, main contributions and conclusions of the paper.

Please submit your abstract proposal as a MS Word file to arja.lemmetyinen(at)utu.fi. This file should have the title of your paper and your name. On 25th of May 2013 results of the review, including acceptance or rejection, will be communicated. The abstracts presented in the seminar will be published in the series of Turku School Economics, Pori Unit.

For more information: Senior Researcher Arja Lemmetyinen, University of Turku, Turku School of Economics, Pori Unit. Email: arja.lemmetyinen(at)utu.fi, Mobile +358 50 520077

https://tukkkpori.wordpress.com/

The researcher meeting is a part of International Summer Seminar Pori Jazz for Professionals (16th to 18th of July 2013) at University Consortium of Pori, Finland. The seminar is co-produced by University of Turku, Turku School of Economics, Pori Unit and Aalto University, School of Arts, Design and Architecture, Pori Unit of Department of Art.

Tapahtumatuotanto ja festivaalit – workshop

BrandDay – VisionDay -seminaarin workshop

Tapahtumatuotanto ja festivaalit –
Phuong Chu Suominen, tuottaja, Not Guilty Oy

Aika: 12.12.2012 klo 12.45-14.15
Paikka: luokka 225 (2. krs), Porin yliopistokeskus

Crowdsourcing
Iron Sky scifi-komedia
keräsi 7,5 miljoonan euron budjetista noin miljoonan joukkorahoituksella. Artistit tuottavat levynsä ja rahoittavat kiertueensa fanien rahoilla. Voiko festivaali tehdä samoin?

User Generated Content
2012 olympialaisissa valokeppejä kantava yleisö luo erilaisia väri- ja ääniaaltoja muuttuen eläväksi taideteokseksi. Mitä jos yleisön annetaan säveltää ooppera ja asiakkaan olla ravintoloitsija?

Mainostamisesta mahdollistamiseen
Red Bull Stratos
hyppy teki Felix Baumgartnerista ensimmäisen äänen nopeuden vapaassa pudotuksessa ylittäneen ihmisen. Sponsorointi ei ole vain näkymistä vaan näyttämistä.

Customer Relations Management
Lapin Kulta kutsuu kuluttajan syömään ja Edinburgh International Festival antaa hänelle palstan käsiohjelmaan. Millä tavoin yleisön kanssa voi kommunikoida ja miten sitä tulisi palkita?

Katso seminaarin koko ohjelma