Answer of 31 19BSP3787_Prabhat kumar

The DART Model

The DART model is the key building blocks in co-creation interaction which comprise of several
action; dialogue, access, risk assessment and transparency (Prahalad dan Ramaswamy, 2004).
Dialogue means interactivity, engagement, and a propensity to act-on both sides. Dialogue is
more than listening to customers; it implies shared learning and communication between two
equal problem solvers. Dialogue creates and maintains a loyal community. Dialog is an
important element in the co-creation view. Markets can be viewed as a set of conversations
between the customer and the firm (Levine, Locke, Searls, & Weinberger, 2001).
Access begins with information and tools. How many and what kind of information exchange
between parties and what tools can be used to optimize the exchange. The risk assessment. Risk
here refers to the probability of harm to the consumer. If consumers are active co-creators,
should they shoulder responsibility for risks as well? The debate about informed consent and the
responsibilities of companies and consumers will likely continue for years. However, we can
safely assume that consumers will increasingly participate in co creation of value. They will
insist that businesses inform them fully about risks, providing not just data but appropriate
methodologies for assessing the personal and societal risk associated with products and service.
The fourth factor is transparency. Companies have traditionally benefited from information
asymmetry between the consumer and the firm. That asymmetry is rapidly disappearing. Firms
can no longer assume opaqueness of price, cost and profit margins. And as information about
products, technologies, and business systems becomes more accessible, creating new levels of
transparency becomes increasingly desirable. Both parties have to deal on the transparency
policy before they interact in a co-creation model. Without transparency and trust, then the co-
creation will certainly fail.
With the already discussed DART companies should enable themselves to become a better entity
who engaging a collaborative model. With the collaboration it is expected that involving parties
will benefit more than they do it by themselve.

About the company ZOCHA

The creative industries in West Java are increasing and it helps the development of its society.
The creative economy which based on the ideas, arts, and technologies believed to growth
enormous speed. This phenomenon supported by the fact that West Java also known to have a
rich and fertile land. They also have great and potential human resources. These potential are
hard to duplicate and can create a niche market of certain industries. Both the fertile land and
human resources will greatly affecting to development of the area especially in the field of
agriculture and manufactures.
Zocha is one of the SME which originated from Garut, West java and run a business based on
the creative industries especially on vetiver product. Vetiver is known as unique and rare
handicraft material. Because it only grew on certain soil in Garut. Zocha’s vision is to introduce
Garut as the producer of the vetiver to the world. In producing the high quality vetiver, Zocha
faced two major problems; the human resources and the limited supply of raw materials which
only grow at certain areas with different types of vetiver. There are not many trainees who
successfully become the competent workers as Zocha expected.
1 Value Co-Creation
Value co-creation defined as a collection of value that people mostly prefer as the consequence
of exchanging information, deliberate communication, or any other purposeful and knowledge-
intensive interaction (Spohrer and Maglio, 2008). The changing nature of the consumer-company
interaction as the locus of co-creation (and co-extraction) of value redefines the meaning of value
and the process of value creation (Prahalad dan Ramaswamy, 2004). Furthermore, they say that
high-quality interactions that enable an individual customer to co-create unique experiences with
the company are the key to unlocking new sources of competitive advantage

2.Dimensions of Choice
According to Prahalad dan Ramaswamy (2004), using the DART factors alone may not produce
compelling experiences in co-creation. We also must look for the dimensions of choices in
consumer-company interaction, namely interaction across, options, accesses and price
experience. First, consumers want the freedom of choice to interact with the firm through a range
of experience gateways. Therefore, the firm must focus on the co-creation experiences across
multiple channels. Second, consumers want to define in a manner that reflects their view of
value. Therefore, the firm must provide experience-centric options that reflect consumer desires.
Third, consumers want to interact and transact in their preferred language and style. They want
quick, easy, convenience, and safe access to experiences. Therefore, in accommodate the
individual choices; the firm must also focus on the co-creation experience through transactions.
Fourth, consumers want to associate choice with the experiences they are willing to pay for.
They want the price of these experiences to be fair. Therefore, the firm must focus on the totality
of the price-experience relationship in co-creation

3.Brand Awareness
Rossiter and Percy (1987) describe the importance of brand awareness for the communications
process to occur as it precedes all other steps in the process. Without brand awareness, no other
communication effects can occur. For a consumer to buy a brand they must first be made aware
of it. Brand awareness significantly impacts consumer decision-making; consumers generally use
brand awareness as a decision heuristic. A well-known brand has a much better chance of being
chosen by consumers over an unknown brand (Hoyer and Brown, 1990; Keller, 1993).

Research Methodology
Qualitative approach used in this research. The Qualitative content analysis is the analysis
strategy of choice in qualitative descriptive studies. Qualitative content analysis is a dynamic
form of analysis of verbal and visual data that is oriented toward summarizing the informational
contents of that data (Altheide, 1987; Morgan, 1993). The result from this longitudinal research
can be used as a basis for further research to produce Zocha operation strategy. The research
time frame set from April 2014 until April 2015. The interview with the Zocha’s owner is the
first phase of the research. The second phase is the interview with the Division Head and Plasma
and the third phase is interview with the external sources. Data collected
through in-depth interview towards 12 reliable sources with the snowball sampling method. The
sources are 2 of the Zocha’s owner, 2 Division Head, 2 Zocha’s plasma, 4 SME’s owner in
Garut, 2 organizational customers, and 1 individual customer. We then conducted
trustworthiness test which comprise of credibility test, transferability, dependability and
confirmability. The triangulation test are in the confirmability test which conducted at the end of
the research towards all of the sources. For the final analysis we perform data reduction, data
display, and drawing the research’s conclusion.
Result and Discussion
Dimensions of Choice
Reflecting on the current situation, Zocha’s distribution channel is through their creative
business partners which are; creative SME, suppliers, and customers. Fig. 1. showed the
interaction model between Zocha and their partner. The development of Zocha’s channel through
the word of mouth of their customer and partner is described in Fig. 2.

Propose the cross interaction which can result in two ways product distribution. With this
interaction, Zocha provide access for their suppliers to get their own customers by providing
store to distribute the product directly. As for the business partners, Zocha will utilize other SME
in Garut as a complement to promote their product and give the opportunity for the customer to
create their own materials combination from each SME.

New Value Co-Creation Design using DART Model

From the interview and dimension of choices analysis we come to the data reduction to design
the new co-creation value using DART model. The result describe on the Tabel 1.

Table 1. the comparison of DART Model on Existing Value Co-Creation and The New Value
Co-creation

Factor Existing Value Co-Creation New Value Co-creation

Dialogue Zocha focused on Fae to face with customer in
communication with customer, dialogue using on-site feedback
suppliers, and business partner
and real time conversation to
in Garut. determine what they really want.
Zocha yet to have a forum to Using an online forum to connect
interact between parties customers, suppliers, and SME
Zocha has the procedure in business partners.
conducting their Finding the feedback on what
communication. they perceive about the Zocha
offering.
Inform the customers if their co-
creation product delivered desired
quality as they promised.
Determine what the customers
want from Zocha. This is one
alternative to collect initial input
for directing initial initiative and
to modify the marketing.
Access Access in getting information Develop new access manage by
from Zocha can be acquired Zocha and SME partner by
inside Zocha workshop or from organizing the event and
the customers. pronotion sharing in each SME
Zocha yet to implement the location all over Indonesia.
information technology in Using social media so the visitor,
business. customers, supplier, and partner
Zocha yet to give access can access information easily.
regarding the lifestyle. Enhancing the access not only
Zocha yet to utilize the from partners SME but also to
opportunity of information drive the plasma to expand their
technology. market poutside Zocha.
Risk Assessment Zocha KUB has been using Keeping the customers database
such method to run their to increase efficiency and give
business in order to minimize the customer what they really
the risks want and also improving the
Zocha also implemented risk brand loyalty and enhancing
 management which differ from
other companies to promote
customers trust.
Transparency Implement transparency
interaction towards the
customer.
Transparency facilitates the
collaborative dialogue.
market share.
Managing the risk efficiently by
face to face interaction and also
intense communication using
information technology such as
social media.
Explain to the SME business
partner about the importance of
delivering the same service for
existing and new co-creation
product for customers.
Developing the human resources
in order to prepared the
competent human resources in
developing new co-creation
products.
Delivering agriculture technology
to leverage the vetiver production
through agriculture engineering.
Transparency means providing
the information availability and
clarity towards society.
Delivering the best and accurate
information regarding Zocha and
SME business partners.
Transparency also facilitates
dialogue, access, and risk
management.