Navigating Synergistic Partnerships: A Case Study on Value Co-Creation in the B2B Autonomy Field with Hive Autonomy
Master thesis
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https://hdl.handle.net/11250/3140677Utgivelsesdato
2024Metadata
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Sammendrag
Since the industrial revolution, the developing speed of new technology has steadily in-creased. In the 21st century it is faster than ever and the pressure on businesses to keepup in a competitive industry increases together with it. Along with this competitivenesscomes the need for being able to customise and develop products which suit their customerin a way that it is not commonly available. Still, many companies and products fail to stayon the market because of this competitiveness, loosing their customers after even a singlepurchase. Designing and crafting a superior product is fundamental for success, but it canbe deemed worthless without considering customer need and looking beyond a single pur-chase. This thesis will consider the topic of value co-creation in a B2B autonomy context.A theoretical background for the topic will set the foundation for interviews with the youngtechnology company Hive Autonomy on their approach to harvesting value along with thecustomer throughout a long-term customer relationship. The thesis provides a theoreticalstructure building on the C-O-T-E framework along with primary practical empirical results,both contributing to academia and the business world. The results reveal important aspectssuch as continuous communication, practising an innovative culture with aligning interests,collaboration in technological development, and deterring competition through a loyal syn-ergistic customer relationship. These aspects are adamant for a continued and sustainablecustomer relationship, supporting that value can be further created through a symbiosis ofknowledge exchange and resources from both sides. Together with the notion of sustainabil-ity across the C-O-T-E contexts, this thesis contributes to understand the value co-creationprocess in the industry involving cutting-edge technology.