| Abstract [eng] |
The purpose of this Master’s final degree project is to examine stakeholder involvement motives in value co-creation in social initiatives. Co-creation is the foundation of the social innovation process, it fuels the participants of the process to integrate their knowledge and strengths, which can provide long-term benefits to society (Kumari, Kwon, Lee, Choi, 2019). It is thought that one or another form of collaboration is necessary in order to deal with social matters, obstacles and challenges (Hochgerner, 2018), therefore interactive relation between social subjects becomes crucial in generating social innovations and results. In scientific literature, the importance of consumer involvement and active participation in value co-creation is often emphasized. Citizen involvement in creation, production and provision of public services is considered to be the bedrock of the public sector’s social innovation (Halmоs et al., 2019). Because neither enterprises nor non-profit organizations are properly prepared to tackle emerging social or environmental problems, anyone involved in solving them can be a valuable resource. Scientific literature analysis has proven that the majority of authors have no doubts about the importance and benefits of value co-creation processes and stakeholder involvement in them and that it is essential to identify and understand associated stakeholder motives, because that enables effective and strategic innovation management process, co-creation relation and liaison with the involved, and this is exactly what determines social initiatives’ success. The goal of this research is to find out interest-inducing motives and involvement in social initiative’s successful execution, thus the problematic issue of the Master’s final degree project is – what are the motives for stakeholders to engage in social initiatives as co-creators of value? The object of this research is motives of involvement in value co-creation in social initiatives. The goal of the research is to identify motives of stakeholder involvement in value co-creation in social initiatives. Tasks of this research are: 1. Review the research problematic of value co-creation in social initiatives; 2. Perform a theoretical analysis of stakeholders involvement in value co-creation in social initiatives; 3. Analyze the motives of stakeholder involvement in value co-creation in chosen social initiatives. To carry out the tasks for goal completion, the following research methods have been used: analysis of Lithuanian and foreign literature, comparative analysis, social initiatives' content study and analysis, qualitative research method by applying qualitative inductive content analysis strategy and data collection through semi-structured interview. The project is formed from, theoretical analysis, research methodology, qualitative research results’ analysis, conclusion and a list of references. After performing qualitative data analysis, 12 different stakeholders involved in social initiatives and their 22 main motives to get involved and join social initiatives have been identified. Analysis of identified motives of stakeholder involvement can be summarized and distinguished into three main motives that lead stakeholders to get involved in value co-creation in social initiatives, these being: social factors, altruistic and public spirit motives. |
