Sylwia Bąkowska, Ph.D. The role of prosumer in affecting the value of CCIs – empirical evidence from Incuabtor of Culture

1. THEORY & CONCEPTS 2. OBJECTIVE 3. METHODOLOGY 4. CONCLUSIONS I will be going over the following four parts of my presentation.

1. THEORY & CONCEPTS

VALUE APPROACH VALUE RELATIONSHIP VALUE TRANSACTION VALUE $ $ $ $ $ These networks can be created in the form of relationship. Moving on to the value approach – the traditional value in a transactional way, where money was exchanged for products and services, was replaced with relationship value. Relationship approach brings more benefits. $ $ $ $ $ $ $ $

PROS OF RELATIONAL APPROACH exchange ratio, combination of two values, episodes (Grönroos 2004) gain experience (Payne et al. 2008) cost reduction for the parties involved (Anderson 1985) experience co-participation (Pine & Gilmore 1999) participation in co-creation process (Stickdorn & Scheider 2011) VALUE RELATIONAL ADVANTAGES

THE ROLE OF PROSUMER PRODUCER CONSUMER Ulaga & Eggert demonstrated in their study that relatinship value always precedes the quality of the relationship. These authors concluded that value has the greatest impact on satisfaction, followed by commitment and then trust. The state of current and future relationships derives from received statisfaction by establishing trust and distributing commitment. PRODUCER CONSUMER

2. OBJECTIVE

Incuabtor of Culture focuses on non-profit partners – organizations working in the field of culture, arts, national heritage and individuals operating in the same area. The aim is to help these associated partners to become self-empowered nonprofit organizations operating in the cultural and creative industries. The activity of IC is experiment-based as no model to follow has existed before.

Is PROSUMER AFFECTING the VALUE of CCIs?

3. METHODOLOGY

RESEARCH QUESTIONS Do prosumers create value for other consumers? Do professional producers perceive prosumers, as their competitors or potential contributors? Do prosumers want to become professional producers in the future? Based on theoretical assumptions and the stated objective, a qualitative research conducted aimed to verify the assumption that Incubator of Culture is a center supporting the development and attainment of knowledge in the local cultural and creative industry. Basis to verify the assumptions was to conduct qualitative research in the form of a structured face to face in-depth interview with ten respondents operating in the Incubator of Culture. The research was conducted in July 2013 and March 2014. Respondents who participated in the study represent associations, foundations and individual artists from the fields of music, film, photography, visual arts, literature, heritage, and design associated in the Incubator of Culture

CONCLUSIONS Prosumers & consumers cooperate to co-create value Creation of products with new value Prosumer’s value creation is the basis for self-expression Prosumers contribute to the growth of value creation of CCIs Prosumers increase supply & consumption of creative products These findings extend those of Grönroos (2004), confirming that the value of the relationship among creative workers in the exchange of knowledge and experience is based on the platform of dialogue – Incubator of Culture. In addition, knowledge obtained during the incubation period enables the creative workers and organizations an entrepreneurial activity in market realities. This study therefore indicates that Incubator of Culture has enriched infrastructure of the city thus stimulating the development of cultural and creative industries in the city of Szczecin. Incubator of Culture creates conditions for the development of entrepreneurship for the participants of the cultural and creative industries. However, some limitations in the study are worth noting. My research focused on respondents who are in the process of incubation. There are currently no organizations and artists who have completed the process of incubation. Future research should therefore include the organizations and creative workers who have left the incubator in order to assess their entrepreneurship in the cultural and creative industries market.

Thank you for your attention sbakowska@mediadizajn.pl