Abstract
The aim of this paper is to develop a sustainable value co-creation (SVCC) conceptual framework in which ethical cognitive couture (ECC) brand stakeholders cocreate value for sustainability facilitated by cognitive system and ethical criteria compliance. As per most literature on service dominant logic (SDL) perspective, all providers are service providers, and service is the fundamental basis of exchange. Even though SDL paradigm has contributed to the conceptualization of “value co-creation”, so far, no academic research study has investigated the role played by the stakeholders in ECC products and services sustainability. Sustainable value cocreation (SVCC) - a business strategy focused on inscribing economic, socio-cultural and environmental issues by recognizing sustainable competitive advantage that bring about community benefit. The research methodology utilizes literature review, relevant databases analytics, and multiple case studies that facilitates broad keywords search, identify high quality peer reviewed papers to obtain perspective on ECC brands to conceptualize a SVCC framework. The contribution of this study provides valuable insights, for the first-time, bestowing new knowledge to the literature on sustainable value co-creation (SVCC) framework elaborating systematically the five building blocks - Risk, Exchange, Advantage, Communication, and Transparency (REACT) and practices adopted by the stakeholders for the ECC market. This comprehensive framework can serve as an education model and practice guide for academia, industry practitioners, policy makers and non-profit organizations.
Highlights
In this study, value is described in two ways
A French term lawfully protected by the Paris Chamber of Commerce, to attain high fashion status, a couture brand must produce a collection in line with the following guidelines: (i) creation and design custom made for clients with one or more fittings; (ii) have an atelier in
Based on the three case studies (Jasongrech, Falguni & Shane Peacock & Marches), this research demonstrates that cognitive technologies such as IBM Watson technology interacting with seven human key emotions can inexorably facilitate the sustainable value co-creation (SVCC) in the cognitive era and environmental sustainability
Summary
Value is described in two ways. In the ethical sense, value denotes something of significance and contribution to the society to make a positive difference in humanity. It's about diverting business exertions in a way that makes the enterprise profit and empowers communities Their stakeholders (co-customer, co-consumer, coproducer, co-distributor, co-promoter, co-manufacturer, co-partner, experience creator, co-innovator, co- creator, co-evaluator, co-designer, co-tester, suppliers, integrators, end users, and the society) continually should adopt a collaborative approach to business thinking. Rather than considering customers as end consumers, fashion brands should actively engage in empowering users to be creative collaborators in the entire value chain process. Value is created by prospective stakeholders, who share their knowledge, throughout the entire value chain process This spirit of collaboration is encouraged by companies' increased willingness to relinquish some control of their resources to stakeholders. The market becomes a podium for partnership in a culture of inter-exchange between companies and stakeholders attaining a pathway with the dynamic world of knowledge for creative collaboration to obtain sustainable value co-creation
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