Internet Tool Use and Virtual Co-Creation in the Brazilian Construction Industry: Organizational Practices and Consumers' Personal Values
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2013-11-21
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HUERTAS, M. K. T. Z.
VELUDO-DE-OLIVEIRA, T. M.
LEITE, M. G.
VELUDO-DE-OLIVEIRA, T. M.
LEITE, M. G.
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Latin American Business Review
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HUERTAS, M. K. T. Z.; VELUDO-DE-OLIVEIRA, T. M.; LEITE, M. G. Internet Tool Use and Virtual Co-Creation in the Brazilian Construction Industry: Organizational Practices and Consumers' Personal Values. Latin American Business Review, v. 14, n. 3-4, p. 209-226, November, 2013.
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This article analyzes the use of Internet tools and virtual co-creation initiatives of firms ranked among the top 100 in the Brazilian building industry. The research was based on observation of the companies' websites and of 200 posts written by participants in a collaborative building project. Websites were observed for the way online interaction tools were aligned to their declared goals. Posts were analyzed using discourse analysis and coded on the basis of the list of values. Results show that only three companies use online tools for the purpose of co-creation and that customer enjoyment is the primary driver of co-creation. © 2013 Copyright Taylor and Francis Group, LLC.