We investigate the phenomenon of sourcing co-created products. Specifically, we study how a multi-product downstream firm should source from the upstream market, that is single-source versus multi-source, in a situation where the products are co-created with the suppliers. In business-to-business markets it is increasingly common for downstream firms to co-create the products with the help of their suppliers, and we contribute to the literature on sourcing strategies by incorporating product co-creation. We also model whether the downstream firm should establish a collaborative environment for it suppliers, and this is novel to the literature. Finally, we compare the sourcing strategies for co-created products with the case when the downstream firm makes a straight purchase.We find that the downstream firm may be worse off when the upstream suppliers collaborate, unless the cross-effect of its and its suppliers’ investments is very large. Importantly, we derive this result for a completely general cost function. We have considered a very rich strategy space for the firm’s sourcing strategy, which includes, (a) co-creation or straight purchase, (b) single-sourcing or multi-sourcing, and (c) collaboration or no collaboration in the case of multi-source co-creation. We find that for an additively separable cost function, the downstream firm’s optimal strategy is multi-source co-creation without collaboration. An important economic force that our analysis has uncovered is that single-sourcing of co-created products completely destroys the downstream firm’s incentives to invest in co-creation. This result too has been derived for a completely general cost function, and thus we also contribute to the economics literature on holdup, which has not considered co-created products. This economic force is instrumental in ensuring that multi-sourcing dominates single-sourcing. Finally, we find that the incentives of the downstream firm to multi-source are stronger for co-created products than for straight purchase of standard products. Since the downstream firm internalizes some of the production in the case of co-created products, reducing its dependence on suppliers, one might speculate that the incentives to multi-source may be less for co-created products. Counter-intuitively, we show that the incentives to multi-source are even stronger, and are driven by endogenous investments of the firms.
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