Championing The Co-Production and Co-Creation of Value: The Turkish Case of
Ronan de Kervenoael:
online food delivery portal
December 2011
“Yemeksepeti” which means (meal basket) was founded in 2001 by Nevzat Aydin. It was the first online food delivery portal in Turkey,the company works with local restaurants and big food chains throughout turkey to offer consumers different cuisine options. Customers are able to place their orders without paying an extra fee and the order is delivered within 20 minutes through the online portals, it also lists discounts, offers as well as feedback from previous customers. Because of the rapidly growing emerging economy,especiallythat new communication technologies are becoming widespread across the country;Turkish consumers are now more comfortable ordering online.However, it’snot only the technology that motivated Yemeksepeti’s business model, but also the changes in the culture of dining out observed in Turkeysuch as westernized tastes and the spread of fast food. This case illustrates the complexity of the value creation process, the richness of supplier’s co-creative roles and the potential of “glocal” strategies that use a global media in a local situation.
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