نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانش‌آموخته دکتری تکنولوژی گرایش تحقیق و توسعه، دانشگاه صنعتی مالک اشتر، تهران، ایران (نویسنده مسئول). Email: mohammadjafari313@gmail.com
2 عضو هیئت‌علمی دانشگاه صنعتی مالک اشتر، تهران. ایران.
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Co-creation is a process designed to enhance proximity to the customer and strengthen presence in competitive markets. The process of value creation improves by actively engaging the customer; this shift moves the focus from the mere delivery of products and services toward processes and outcomes. In the present study, influential models in the literature up to 2022 were reviewed, and 32 challenges to co-creation were identified. Subsequently, interviews were conducted with a statistical sample of 15 defense industry managers and armed forces commanders. The findings reveal that the most critical challenges included: shortage of resources and incentives and lack of a shared vision (77.7%); weak understanding of customer needs and motivational factors (58.8%); and limited organizational capacity (57.9%). Conversely, the least significant barriers were: misalignment between proposed values, operational resources, and feasible solutions (5.6%); lack of customer engagement and absence of reward/recognition mechanisms (3.8%); and weak corrective skills coupled with insufficient customer competence (11.3%). These areas require targeted improvements. Ultimately, the research proposes an integrated co-creation model between the defense industry and the armed forces, combining elements of the Olsen et al. model and the Greer model. In the final stage, the proposed model was evaluated by the sample group of defense-related managers and commanders. Results show that 86.6% of participants considered the model appropriate, rating its impact as high or very high (with an average score of 4.53).
کلیدواژه‌ها [English]
فهرست منابع
References
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