Research Seminar with Dr. Nicole Vedovatto
The seminar, titled “I Create, You Create, We Co-create: Propositions, Conceptualization, Measurement, and Taxonomy of Value Co-creation in the Sharing Economy,” will be held on October 18th in G226f from 13:00 to 14:15, with 15 minutes reserved for Q&A. Larissa Becker will be hosting Dr. Vedovatto. Please find the seminar summary below.
The sharing economy, driven by the growth of digital platforms, has been widely discussed across various fields of knowledge. As sharing economy businesses and platforms rely on collaboration and active consumer involvement as partners, the concept of value co-creation has gained prominence in this context. This seminar, based on a thesis project that includes a literature review, the development of a specific measurement scale, and a cluster analysis, aims to deepen the understanding of the state of the art of value co-creation in the sharing economy. The event will offer new perspectives on conceptualization, measurement, and taxonomy, as well as explore and discuss the theoretical and practical contributions of the findings and directions for future research.
Nicole Vedovatto is a Brazilian researcher and PhD candidate in Business Administration with a focus on Marketing at the Pontifical Catholic University of Rio Grande do Sul (PUCRS). She holds a Master's degree in Business Administration from the same institution (PUCRS/2021) and a Bachelor's degree in Social Communication with a specialization in Advertising from the Higher School of Advertising and Marketing of Rio Grande do Sul (ESPM-SUL/2018). Nicole teaches vacation courses at the Higher School of Advertising and Marketing (ESPM). As the founder of ByJobs, a startup dedicated to the corporate real estate sector within the sharing economy, she is distinguished by her commitment to marketing management, innovative entrepreneurship, volunteering, and supporting micro and small businesses. She is also the author of a young adult romance novel and various scientific articles in the fields of Marketing and Consumer Behavior. With over 40 extracurricular certifications and 11 recognitions and awards, including Best Paper at the Latin American Retail and Consumption Congress (CLAV-2020).