Factors Influencing Co-creation between Professors and Students in Higher Education for Business Professionals

Abstract

From the lens of traditional education, teachers teach students and students learn from teachers. The relationship between teachers and students is hierarchical in goods dominant logic. However, according to service dominant logic, in which all economies are service economies, and education is not excluded. With the lens of service logic, professors as teachers in higher education and students are both giver and receiver, and they co-create value to each other. Accordingly, the role of students is dominant in co-creation relationship. In the co-creation process, the goals are significant factors because they are related to motivation of studying. In this work, we focus on the analysis of the co-creation between professors and adult students in an Innovation Management of Service and Technology course (iMOST) in a Japan Advanced Institute of Science and Technology (JAIST), based on the goals to co-create and the value co-creation of both sides. By identifying the important goals and relationship between the goals and value co-creation, graduate institutes, schools, and faculties could enhance the value co-creation with students.