Technology, Digital Brand Value Co-Creation, Women and Solid Waste Management in Africa: A Conceptual Discourse
The Golden Age of Digital has endowed both firms and their stakeholders with new capabilities, making consumers very active participants of brand value creation. Value co-creation has, therefore become a new marketing paradigm where the consumer is seen as an operant resource and not an operand resources. The African woman is regarded as a household waste manager and therefore a key player in SWM. The study seeks to find out the extend of application of value co-creation concept in the solid waste management (SWM) sector in Sub-Sahara Africa, and specifically, the use of women as co-creators in SWM, using the digital platform. The study revealed that digital co-creation is not deeply rooted in the waste management sector in Africa as a result of low level of ICT development. Again, the study reveals three key factors-low level of education, little access to technology, and cultural settings-which moderate African womens skills, ability, and willingness to engage in value co-creation in the SWM industry. Suggestions for managerial and governmental consideration have been offered, and the need to test the proposed framework to confirm or otherwise of the impact of the moderators on co-creation have been suggested.
Technology Co-creation Women Waste management Africa
JOSEPH Frempong CHAI Jun-wu
Koforidua Technical University, Koforidua, Ghana, P.O.BOX981;School of Management and Economics, Uni School of Management and Economics, University of Electronic Science and Technology of China, Chengd
国际会议
加纳
英文
908-923
2017-11-01（万方平台首次上网日期，不代表论文的发表时间）