Creating a shared narrative: the use of causal layered analysis to explore value co-creation in a novel service ecosystem

Sanna Ketonen-Oksi

doi:10.1186/s40309-018-0135-y

Abstract

PurposeThe current business environments are increasingly dominated by the networked and systemic conceptualisation of value creation. However, surprisingly, little is known about the explicit and symbolic (inter)relationships between the different actors involved in the value co-creation processes—or about how they impact on the network-specific innovation capabilities. More research is needed to explore and validate the yet theoretical models and concepts of value co-creation in practice.Design/methodology/approachTheoretically, this study is built on the ideas and concepts of Service-Dominant (S-D) logic. Empirically, the research is based on a set of thematic interviews conducted in a real-life service ecosystem, in the context of university-industry collaboration. The method of causal layered analysis (CLA) is used to both identify and develop constitutive narratives that support the service ecosystem’s long-term strategic planning and value co-creation practices.Originality/valueThe use of CLA in exploring the S-D logical view on value co-creation is a unique combination. By studying a highly social, dynamic and interactive process during which different service ecosystem actors first come together to share their values and mental models, and then act upon, significant new knowledge and understanding is offered for all those interested in applying a more systemic approach on service ecosystem development.Practical implicationsGiven that the use of CLA not only increases the awareness of alternative narratives, but of the abilities to facilitate the desired future(s), new insight and practical advice will be provided for both managers and participants taking part in a service ecosystem.

Highlights

The rapid growth of Web 2.0 technologies, social media [1, 2], has fundamentally changed the ways that people interact and communicate with one another [3,4,5]
To better understand, how to foster value co-creation in the emerging service ecosystems, the aim of this study was set to explore the explicit and symbolicrelationships between the different actors involved in the value co-creation processes and the ways how they contribute to the network-specific innovation capabilities
The aim was to identify and analyse the explicit and symbolicrelationships between the different actors involved in the value co-creation processes—and to understand their impacts on the networkspecific innovation capabilities

Summary

Introduction

The rapid growth of Web 2.0 technologies, social media [1, 2], has fundamentally changed the ways that people interact and communicate with one another [3,4,5]. The still dominant firm-centric operations models [11] will be replaced with highly social, dynamic and interactive processes during which different actors come together to share their values and mental models [33]. Considering how difficult it is to break old habits, significant changes are needed to replace the mechanical patterns of thinking with system dynamics [34]. To better understand, how to foster value co-creation in the emerging service ecosystems, the aim of this study was set to explore the explicit and symbolic (inter)relationships between the different actors involved in the value co-creation processes and the ways how they contribute to the network-specific innovation capabilities

Objectives

Methods

Results

Conclusion