Co-creation in a Maritime Setting: An exploratory study on co-creation and collaborative consumption

Aksel Torvik Knutsen & Sebastian Thomas Hellemann Sørensen

Student thesis: Master thesis


This thesis provides an exploratory investigation into how and why people engage in cocreation experiences in a maritime setting. As an emerging phenomenon, collaborative consumption, often referred to as the sharing economy, has not only revitalized the way modern human beings consume, but also how we consume products, services and experiences. These days, consumers can take on the role as active co-producers of value throughout the usage of new and innovative market models provided by companies operating in the dematerialized economy. Unsurprisingly, this societal change allows for more genuine customer participation, after all, it enhances the role of the human interactions in the value creation process. Collaborative consumption allows people to create and capture value in a unique way and is argued to be a medium to stimulate the growing sustainability challenges we face in our everyday lives.
What constitutes co-creation in collaborative consumption has not been given particular attention in an academic context so far, even though our empirical findings suggest that cocreation is a fundamental pillar in this somewhat unconventional consumption. We have yet to come across academic work that surrounds co-creation in a maritime context. The purpose of this thesis is henceforth to add to theory by identifying how, why and where co-creation occurs at in a maritime setting, and to challenge existing literature.
This thesis identifies four main concepts for participation in co-creation in a maritime setting. These are labeled as Motivations, Interactions, Emotions and Experiences. Through the discussion of our findings we argue that people and organizations co-create primarily through social interactions. Communities and social medias are also arenas where users co-create themes such as meaning, relationships and knowledge. People co-create to gain and experience different states of emotions, such as freedom, relaxation, enjoyment and trust. Further, respondents co-create to interact with like-minded; to socialize; and to build and maintain new relationships. Considering motivations for participation, it was found that the respondents are motivated by a mixture of intrinsic and internalized extrinsic motivations. Another interesting finding, where the research contribute to literature, is labelled as inheritance. It was found that almost all interview respondents have been introduced to sailing by their father. In accordance with this, we find that inheritance and particularly fatherhood is an underlying reason to why our respondent co-creates in a maritime setting.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2018
Number of pages108
SupervisorsBoris Uzelac