Linking Actor Roles with Role Readiness and Actor Engagement In An Entrepreneurial Service Context

Abstract

Purpose – Service dominant logic literature suggests actor engagement (AE) as a micro-foundation of value co-creation in a service Eco-system. It is conceptualized as actor disposition (AD) and engagement properties. However, there is little knowledge with regard to the aspects that can be considered as actors’ dispositions for engagement in the value co-creation process. We draw on role theory and offer a conceptualization of actor engagement through proposing ‘actor role readiness’ (ARR) as a disposition of actors engagement at the service Eco-system micro-level. Methodology – Following a longitudinal design, we conduct interviews from 20 respondents over eight months in three phases (group interviews, post-training, post-funding). We analyze the respondents’ engagement in an entrepreneurial service context. Specifically, we look at aspects such as actor roles, value co-creation, and engagement properties. We employ thematic analysis. Findings – Results show that actor roles through actor role readiness are incorporated into the actor engagement process to co-create value. We identify five actor roles and their corresponding role readiness dimensions. Based on these we offer four propositions through which we position generic actor roles within the value co-creation process. Furthermore, we identify actor role readiness as influencing engagement properties and leading to value in context outcomes at the service Eco-system micro-level. Originality/value – We fill some gaps in literature with regard to actor engagement and value co-creation. Through incorporating generic actor role theory into the actor engagement concept, we propose how actor role readiness and engagement properties lead to value in context at the micro level.