Abstract

Purpose: The purpose of this paper is to gives further understanding on value co-creation mechanisms in B-to-B service network by reinforcing the processes, the relationships, and influences of other agents where Collaborative Transportation Management (CTM) forms might be best employed.Design/methodology/approach: In order to model the interactions among agents in the collaboration processes and the value co-creation processes, this research used three collaboration cases in Indonesia. Then, the agent-based simulation was used to capture both the collaboration process and the value co-creation process of the three collaboration cases.Findings: The interactions among the agents both inside and outside their collaboration environment determined agent’s role as a value co-creator. The willingness of an agent to accept the opinion of another agent determined the degree of their willingness to co-operate and to change their strategies, and perceptions. Therefore, influenced the size of the value obtained by them in each collaboration process.Research limitations/implications: The findings of the simulations subject to assumptions based on the collaboration cases. Further research is related to how to encourage agents to co-operate and adjust their perceptions.Practical implications: It is crucial for the practitioners to interact with another agent both inside and outside their collaboration environment. The opinions of another agent inside the collaboration environment also need to be considered.Originality/value: This research is derived from its emphasis on how a value is co-created by reinforcing both the collaborative processes and the interactions among agents as well as on how CTM might be best employed.

Highlights

  • One of the challenges in today’s business environment is to create value for customers

  • The three collaboration cases in this research provided the insight of integrating the value co-creation processes into the collaboration processes among the three agents in Collaborative Transportation Management (CTM): a shipper, a receiver, and a carrier

  • The first scenario was used when all of the agents interact with one another only in both the collaboration process and the value cocreation process inside their collaboration environment

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Summary

Introduction

One of the challenges in today’s business environment is to create value for customers. This has become the idea behind the Service-Dominant (S-D) Logic, where all agents in a business environment are concerned with the exchange of service by using resources, knowledge, and skills for the benefit of consumers (Vargo & Lusch, 2011). The main challenge for a company is to develop its business strategy based on S-D logic in order to create a value when the value co-creation emerges from the interaction of many parties and the complex configurations of resources and information within companies and across companies (Maglio & Spohrer, 2013). Collaboration in transportation area, known as Collaborative Transportation Management (CTM), adds a value to a collaborative relationship and an entire collaboration process, by using information sharing to support decision makers in strategic collaborative logistics, transport design, and planning. (Gonzalez-Feliu, Morana, Grau & Ma, 2013). Esper and Williams (2003) and Bishop (2004) state the needs to incorporate CTM into logistics to avoid logistics bottlenecks, reduce inefficiency, and provide mutual benefits for all collaborative parties

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