Strategic Model of Value Co-Creation of University with Emphasis on Fourth and Fifth Generation Universities

Document Type : Research Paper

Authors

1 Graduate Studies in Business Administration, Payame Noor University, Tehran, Iran.

2 Associate Professor Department of Management, Payame Noor University,Tehran, Iran.

3 Assistant Prof of Administratiob,Factulty Of Management & Economics, Bahonar University, Kerman,Iran.

4 Prof , Department of Business Administration, Payame Noor University, Tehran, Iran.

Abstract

Abstract
The purpose of this article is to identify the factors, components and consequences of value co-creation of universities by emphasizing the fourth and fifth generation universities and consequently to present a conceptual model based on it. In order to conduct this research, in addition to in-depth study using the metasynthesis method to identify factors, components and consequences of value co-creation, fuzzy Delphi technique has been used to refine the factors and components. The survey was conducted in four stages and the results of each stage were refined using fuzzy Delphi method formulas. Finally, the strategic model of value co-creation of university with emphasis on value-creating and civilization-building universities with 16 factors, 23 components and 13 consequences, each designed in three categories and presented as a proposed model for value co-creation of university.
Introduction
Creating and presenting common value with the cooperation of stakeholders, or co-creation of value, is a concept that has attracted the attention of many academics and universities.The dominant logic of services is the latest revolutionary achievement in the management of organizations and services. According to this logic, customers have a value in co-creation and in this process, they share their resources, especially their skills and knowledge with suppliers, and bring value-creating actions to the fore. In the meantime, the vaue co-creation process as a theme based on interaction and two-way communication between individuals is a key theme throughout the higher education network that plays an undeniable role in moving universities towards progress and overcoming the challenges ahead. This is achieved when higher education stakeholders consider moving towards value co-creation.
The question now is what approaches and requirements can be used in the university and the higher education system to involve customers and stakeholders in the value co-creation process. It was informed of their needs and expectations in his own language, used their knowledge and ability to meet the needs and provide a new solution, and satisfied them with their direct cooperation in creating value, and benefiting from their ability and assistance, Did the university and the higher education system also benefit from the results and performance of this phenomenon? The answer to this question requires examining and identifying the process of dimensions and components of value co-creation in universities. In addition, despite the various researches that researchers have done on the importance of value co-creation, there are very limited studies on the development and application of value co-creation dimensions in the university and higher education system, and no comprehensive approach and model has been presented in this field. Since the creation of shared value with organizational stakeholders requires planning, careful implementation and control based on measures of dynamic capabilities to create academic value in the long run, and ultimately this leads to a move towards a value co-creating and civilization-building university. This concept is considered as a strategic concept. Therefore, designing a value creation model and elements of strategic value co-creation in the context of the value creation process can cover the above gaps and help to develop knowledge frontiers in the fields of strategic management knowledge, services and education, as well as value co-creation. Therefore, this study intends to study the subject of value co-creation, effective factors, dimensions and components and consequences of university value creation using meta-synthesis and fuzzy Delphi method and provide a suitable model for university value co-creation.
Case study
State universities of Kerman province
 
 
Theoretical framework
This research seeks to identify the factors, dimensions and consequences of value co-creation of university and presents a new plan of value co-creation features with the approach of new generation universities and the results in implementing measures and reforms related to university development.
It can be used and enables universities to use this model to self-assess and pathology of the current situation and accordingly to plan and improve activities
Methodology
The present study is an applied research and based on the research design and in terms of data collection, it is a descriptive (non-experimental) research and three methods have been used to collect information, documentary study, Delphi and survey and there is a trinity in the method. In this research, meta-synthesis method has been used for in-depth study of literature and identification of factors, components and consequences of value co-creation of university from research literature and fuzzy Delphi method has been used to refine these variables. The statistical population of the research is in the meta-synthesis section of all articles published in journals with research topics of value creation, and fourth and fifth generation universities indexed in 9 valid databases in the period 2007 to 2020, and for fuzzy delphi, University professors (experts) who were fully acquainted with theories of value creation and academics were used.
Discussion and Results
In this study, by metasynthesis method and study of 66 sources, 33 factors affecting value co-creation, 85 components and 24 consequences with academic value co-creation perspective (142 cases in total) were identified, which finally 20 factors, 43 components and 24 consequences according to the value  co-creation of university was identified and combined by fuzzy Delphi method.
Finally, by conducting 4 stages of fuzzy Delphi survey, 16 factors, 23 components and 13 consequences were selected for the university value co-creation model and a conceptual model was presented.
Conclusion
Given the recent advances in human consciousness and knowledge and the consequent development and change in the approach of universities from knowledge-based and research-oriented universities to entrepreneurial, value-creating and civilization-building universities, it seems to provide a relatively comprehensive version of the model. The value co-creation of university can be responsible for achieving the goals of civilization and value creation, and in the meantime, the use of a native model largely fills the existing gaps. The model presented in this study is able to provide the basis for the development of value co-creation in the Iranian higher education system and enable them to extract comprehensive plans and measures of improvement while comprehensive pathology of value creation in the Iranian higher education system. Evaluate their position in the process of value creation of human resources of the university with the approach of the fourth and fifth generation universities.

Keywords

References

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