{"id":777,"date":"2022-05-31T14:01:01","date_gmt":"2022-05-31T11:01:01","guid":{"rendered":"https:\/\/blogs.hanken.fi\/cers\/?p=777"},"modified":"2023-08-08T13:31:19","modified_gmt":"2023-08-08T10:31:19","slug":"cocreating-transformative-value-propositions-with-customers-experiencing-vulnerability-during-humanitarian-crises","status":"publish","type":"post","link":"https:\/\/blogs.hanken.fi\/cers\/2022\/05\/31\/cocreating-transformative-value-propositions-with-customers-experiencing-vulnerability-during-humanitarian-crises\/","title":{"rendered":"Cocreating transformative value propositions with customers experiencing vulnerability during humanitarian crises"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1024\" height=\"612\" src=\"https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/child-ga2fb17b2a_1920-1024x612.jpg\" alt=\"\" class=\"wp-image-781\" srcset=\"https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/child-ga2fb17b2a_1920-300x179.jpg 300w, https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/child-ga2fb17b2a_1920-768x459.jpg 768w, https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/child-ga2fb17b2a_1920-1024x612.jpg 1024w, https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/child-ga2fb17b2a_1920-1568x938.jpg 1568w, https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/child-ga2fb17b2a_1920.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"> The global COVID-19 pandemic made us all aware of people experiencing vulnerability. Moreover, the pandemic was continuing when Russia invaded Ukraine, creating vulnerability for millions of people and forcing them to seek refuge in other countries. Humanitarian crises, such as a pandemic, wars, and natural catastrophes impose vulnerabilities that emerge due to the crisis and hit people who are already living in disadvantaged conditions <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Transformative\nservice<\/strong> <strong>aims\nto alleviate experiences of vulnerability<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People experiencing vulnerability need\nservices that alleviate their vulnerability. This type of service is called\ntransformative service. Transformative service aims to increase people\u2019s\nwellbeing and alleviate their experiences of vulnerability. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vulnerability can be understood in many\ndifferent ways. Social determinants of health reflect people\u2019s living\nconditions at home, work, school and social sites. To alleviate conditions that\ncreate vulnerability during and after humanitarian crises, it is important to\nalleviate the underlying causes, improving social determinants of health.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Already the COVID pandemic made us\nunderstand that it is not enough for government agencies to design\ntransformative value propositions for people experiencing vulnerability. All\nentities must align their goals and intentions: firms, non-for-profits, and\npublic at large. Aligned efforts to offer transformative value propositions are\nneeded to help people experiencing vulnerability.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Designing\ntransformative value propositions using archetypes of service innovation<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Archetypes of service innovation is a\ntypology that can help service providers design transformative value\npropositions. <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The most common\narchetypes are output-based (e.g. measured in quantity) and process-based (e.g.\nmanaging the process of helping). <\/li><li>The experiential\narchetype is needed to create positive experiences and cocreate transformative\nvalue propositions with customers. In case of emergency, just receiving help\ncan create a positive experience and alleviate vulnerability. However, even in\nhumanitarian crises, people need to be willing and able to engage with the help\noffered. Service providers can propose value propositions, but before value is\nexperienced by people, they need to be willing and capable to cocreate value\nfor themselves.<\/li><li>A systemic archetype takes\na service ecosystems approach to design how to integrate aligned forces and\nresources to alleviate causes of vulnerability. Often vulnerability, such as\npoverty, is systemic, and one-time help is not enough.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Service providers and individuals can\ntarget one or more of these archetypes when designing transformative value\npropositions. For example, the battle to deliver food to people experiencing\nvulnerabilities in a war zone: the output is the amount of food delivered for\nhungry people. The process is how to get the food delivered as safely as possible\nto right source, right time, and in good condition. The systemic archetype\nintegrates the efforts of multiple actors and resources, which is of utmost\nimportance in difficult circumstances. For example, delivering help to the war\nzone needs a capable ecosystem with many actors and different resources.<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" src=\"https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/Web-capture_30-5-2022_10115_-1-1024x573.jpeg\" alt=\"\" class=\"wp-image-779\" width=\"941\" height=\"526\" srcset=\"https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/Web-capture_30-5-2022_10115_-1-300x168.jpeg 300w, https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/Web-capture_30-5-2022_10115_-1-768x430.jpeg 768w, https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/Web-capture_30-5-2022_10115_-1-1024x573.jpeg 1024w, https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2022\/05\/Web-capture_30-5-2022_10115_-1.jpeg 1281w\" sizes=\"(max-width: 941px) 100vw, 941px\" \/><figcaption>  Model of transformative value propositions (TVPs) by service innovation archetypes. Note: The exemplars in this figure illustrate TVPs described more fully in the article:  <br><br> Gallan, A.S. and Helkkula, A. (2022), Cocreating transformative value propositions with customers&nbsp;experiencing vulnerability during humanitarian crises, AMS Review,&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/eur02.safelinks.protection.outlook.com\/?url=https%3A%2F%2Fdoi.org%2F10.1007%2Fs13162-022-00223-5&amp;data=05%7C01%7Cwilhelmina.syrenius%40hanken.fi%7Cfca80c2738574baed9db08da3fc3f38c%7C6f304f3d06b9443c802a0606f683d043%7C0%7C0%7C637892408080871900%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&amp;sdata=6dAVrnYn7wMQoyk0olNbTfxSRulLuebBxTl%2BzntmuUc%3D&amp;reserved=0\" target=\"_blank\">https:\/\/doi.org\/10.1007\/s13162-022-00223-5<\/a>  <\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cocreating\ntransformative value propositions <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When vulnerability is understood as an\nexperience, service providers need to understand that help cannot just be\ndelivered &#8211; help needs to be cocreated with people experiencing vulnerability.\nThis understanding becomes especially important in a long-term situation of vulnerability.\nFor example, in an acute crisis, it is of utmost importance to offer shelter,\nfood, and basic utilities to refugees. However, in the longer run, transformative\nservice does not aim to passivate people experiencing vulnerability as an\nobjective of help; the aim is to get people to cocreate their wellbeing with\nservice providers during and after the humanitarian crises. For example,\nregistered Ukrainian refugees in Finland get a working permit for a year\nenabling them to integrate their resources and cocreate with the local service\necosystem. Another example from the education sector is Hanken School of\nEconomics offering Ukrainian <em>students<\/em>&nbsp;who have fled the war an\nopportunity to continue studying in Finland. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Humanitarian crises often force people to change their living and working conditions, and these changes may become long-term. While the COVID-19 pandemic created a huge digital leap in working and learning, at the same time global prevalence of anxiety and depression increased massively. Therefore, transformative service propositions are needed during the crisis, and longer-term after humanitarian crises. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For examples of transformative value propositions that firms have made, please read:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gallan, A.S. and Helkkula, A. (2022), <a href=\"https:\/\/harisportal.hanken.fi\/en\/publications\/cocreating-transformative-value-propositions-with-customers-exper\" target=\"_blank\" rel=\"noreferrer noopener\">Cocreating transformative value propositions with customers\u202fexperiencing vulnerability during humanitarian crises<\/a>, AMS Review,\u202f &nbsp;<br>(The paper can be requested from anu.helkkula(at)hanken.fi)&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Archetypes of service innovation:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Helkkula, A., Kowalkowski, C. and Tronvoll, B. 2018, \u2018<a rel=\"noreferrer noopener\" href=\"https:\/\/doi.org\/10.1177\/1094670517746776\" target=\"_blank\">Archetypes of service innovation: Implications for value cocreation<\/a>\u2019, Journal of Service Research, vol 21, no3, pp. 284-301, Open Gold Access.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Anu Helkkula<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em> Manager of Hanken PhD Programme <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The global COVID-19 pandemic made us all aware of people experiencing vulnerability. Moreover, the pandemic was continuing when Russia invaded Ukraine, creating vulnerability for millions of people and forcing them <a href=\"https:\/\/blogs.hanken.fi\/cers\/2022\/05\/31\/cocreating-transformative-value-propositions-with-customers-experiencing-vulnerability-during-humanitarian-crises\/\"> [&#8230;]<\/a><\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[105,106,104,41],"class_list":["post-777","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-humanitarian-crises","tag-service-innovation","tag-ukraine","tag-value"],"_links":{"self":[{"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/posts\/777","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/comments?post=777"}],"version-history":[{"count":2,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/posts\/777\/revisions"}],"predecessor-version":[{"id":782,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/posts\/777\/revisions\/782"}],"wp:attachment":[{"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/media?parent=777"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/categories?post=777"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/tags?post=777"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}