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Ford_Sturman_Power_Point_Chapter_08

Ford_Sturman_Power_Point_Chapter_08 - Involving the Guest...

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Involving the Guest: The Co-Creation of Value Chapter 8
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Guests Co-Create Value Co-creating Social networking and blogs Websites for knowledge creation Co-production
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The Guest Can Help Managing quasi-employees 1. Define roles 2. Set clear expectations 3. Evaluate guest’s ability and willingness to perform well Organization decides whether guests participate
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STRATEGIES FOR INVOLVING THE GUEST
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Guest Roles Unpaid consultants Marketers Guests as part of each others’ experience
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Guests as Co-Producers Advantages of co-production: For organization For guest Disadvantages of co-production: For organization For guest High cost of failure
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Motivating Guests to Co-Produce KSAs Economic incentives Center of attention
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Guests as Substitutes for Management Guests as supervisors Guests as motivators Guests as supervisors and trainers for other guests
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DETERMINING WHEN PARTICIPATION MAKES SENSE
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Reasons to Involve Guests
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