Exploring the Co-creation of Value in the Brazilian Private Higher Educational Service

Autores/as

DOI:

https://doi.org/10.21714/1984-6975FACES2016V15N4ART3542

Palabras clave:

Co-creation, Value, Self-Determination, Higher Education, Social Context.

Resumen

Co-creation of value is an imperative practice in the service environment. Understanding education as a service encounter is an innovative approach for the context of higher education. Private Higher Education dominates the Brazilian scenario, with figures above 80% of students, and the Business undergraduate course is the largest in number of students in the country. Based on Self-determination Theory, this study aims to identify at what point the student acts as a co-creator in private education. Through Ethnomethodology, adherence of co-creation to education was identified, in which self-determination acts as a stimulus to generate value.

Biografía del autor/a

Flávio Régio Brambilla, Universidade de Santa Cruz do Sul (UNISC).

Doutor em Administração. Docente do PPGA/UNISC, Mestrado em Administração.

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Publicado

21/12/16