Nätverk på nätet: Innovativt värdeskapande genom samarbete

Detta är en D-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: A constantly increasing number of magazines are using the Internet as a business channel. One of these is Allt om Mat (All about Food). Together with expressen.se, Allt om Mat developed a food website, alltommat.se, which was introduced at the beginning of 2008. In this essay we investigate how alltommat.se developed its service concept. Further, we look at how this development has influenced and been influenced by relations among the three actors and the users. We also discuss the types of value created by the new organisation. This meant our carrying out qualitative interviews, mainly with employees at the three companies. In addition to this we arranged a focus-group sitting with users of the site. In this thesis we analyse the empirical material with the help of service-innovation theory, business-model theory and network theory. We conclude that, since the users are seeking another type of value on the Internet, the employment of resources other than those available to the magazine became necessary. Alltommat.se has therefore been forced to adapt both its organisation and its offering. The solution the company chose means a co-operative effort where expressen.se and Allt om Mat each contributes its unique competence. And the website users themselves contribute actively with their value creation – every time they use alltommat.se they create a new value, both for themselves and for alltommat.se.

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