Value Co-creation Perspective Research Articles

Value co-creation mechanisms of enterprises and users under crowdsource-based open innovation

PurposeThe purpose of this paper is to systematically review the existing research and summarize the value co-creation mechanism between enterprises and users in crowdsource-based open innovation (COI).Design/methodology/approachCrowdsourcing is an effective means for enterprises to launch open innovation. This paper will first introduce the concepts and forms of open innovation and crowdsourcing, and then define COI.FindingsThis paper will analyze the key parties in innovative tasks, value co-creation mechanism that creates ideas, the interaction of key participants and the process of integrating internal and external resources to realize open innovation.Research limitations/implicationsIn the end, this paper will put forward the theoretical framework for future studies on the development of COI from the perspective of value co-creation.Originality/valueThis thesis will first introduce the concepts and forms of open innovation and outsourcing and then define COI. Then it will systematically review the existing research studies and summarize the value co-creation mechanism between enterprises and users under COI model by analyzing the key parties in innovative tasks, value co-creation mechanism that creates ideas, the interaction mode of key participants and the process of enterprises integrating internal and external resources to realize open innovation.

What do Chinese consumers want? A value framework for luxury hotels in China

PurposeIn the past decade, the luxury hotel industry in China has experienced rapid growth. To date, few scholars have investigated what consumers value about their experiences in luxury hotels generally, let alone specifically in the Chinese context. As a result, little is known about what Chinese consumers value in luxury hotel services. To bridge this gap, this paper aims to (1) develop a five-factor luxury hotel value framework from a value co-creation perspective; and (2) assess the relationship between these value dimensions and Chinese consumers’ intentions to stay in luxury hotels.Design/methodology/approachIn total, 492 Chinese luxury hotels consumers participated in the study. A confirmatory factor analysis was used to validate the proposed measurement model, and a hierarchical linear regression was used to test the relationship between luxury hotel value and purchase intentions.FindingsThe authors assessed five dimensions of luxury hotel value in the current study: utilitarian value, symbolic value, hedonic value, relational value and financial value. The regression results indicate that for Chinese luxury consumers, hedonic value is the most important predictor of luxury hotel purchase intentions, followed by financial value and utilitarian value. Interestingly, symbolic value and relational value do not significantly influence Chinese consumers’ luxury hotel purchase intentions.Practical implicationsLuxury hoteliers in China can use the value framework when making decisions about market segmentation and brand positioning and to gain a deeper understanding of what motivates target consumers’ purchase intentions. They can also use such knowledge to tailor their product offerings to the preferences of target consumers.Originality/valueThe current study is the first empirical test of a luxury hotel value framework from a value co-creation perspective in the Chinese market. Taking Chinese luxury consumers’ unique characteristics into consideration, the authors further investigate the relationships between various dimensions of luxury hotel value and Chinese consumers’ purchase intentions.

Place marketing examined through a service-dominant logic lens: A review

Abstract The traveler (or city-customer) should be viewed as a major co-creator of the value extracted from her or his destination (or city) experience. Consumer resources such as energy, mental disposition, expertise, or involvement may be crucial to explain the final value perceived. It is not clear, however, how effectively the concept of co-creation has been incorporated within place marketing. This research takes a step forward toward covering this gap by: (1) drawing on service-dominant logic and related perspectives to propose a co-creation-led, baseline framework; (2) conducting a systematic review of quantitative place-marketing research that has attempted to incorporate the value co-creation perspective; (3) critically reviewing these research efforts; and (4) providing future research avenues. Overall, this research shows that quantitative place-marketing literature is advancing towards incorporating the co-creation proposal, although that is primarily so in destination and hospitality contexts. There is still a long way to go, however, before a consensus is reached on many fundamental aspects.

「(創)串新」的服務模式：」的服務模式：以價值共創觀點探索尚品宅配的服務流程與本質

The traditional linear ＂design, manufacture, sale＂ model has given way to a new model in which companies embark on design and manufacturing only after determining what consumers want. This study employs the interpretive case study method to gain an understanding of the case of the Homekoo Company. Analysis based on the theoretical perspective of value co-creation is used to investigate online/offline and consumer-driven service processes, which seamlessly connect customers, designers, and factories, promote mutual interaction and integration, and co-create value through exchange and integration of resources. This study makes two major contributions. First, this study elucidated how Homekoo's innovative service model involves four service subsystems. Second, this study further elaborated the three characteristics of ＂interaction＂ the core concept of value co-creation. The first one is to link the problems and turn them to resources. The second one is to link the resources and create new resources. The third one is to link the platforms to realize the new service model. This study probed into the process and essential characteristics of platform strategies and linkage with new strategies with a view to proposing theoretical and practical implications relying on these reflections on the theoretical context and mechanisms of value cocreation.

Value Co-Creation in Archival Resources

The National Archives of Bangladesh (NAB) evolved to ensure official custody and physical safety to the archives of Bangladesh. NAB initiated a digitization programme to provide open access to archives. The study focused on different aspects of NAB's open access project in the light of value co-creation perspective. The study is based on review of literature, computation of secondary information and treatment of primary data collected through semi-structured interview. The study identified that all the value co-creation components are available in NAB's open access project but working framework is invisible. Hence, the study proposed a model for value co-creation through balancing resource security and user demand. Hence, the study may help software developers and other archival institutions in designing and implementing open access to their respective organizations' resources. This paper serves as an example to archival institutions that are in the beginning phases of open access research and development.

Service Design as an Approach to Implement the Value Cocreation Perspective in New Service Development

Although new service development (NSD) studies have contributed to developing systematic approaches to service innovation, their product-oriented and provider-centric perspectives are limited in embracing a value cocreation concept. We investigate how Service Design, as a human-centered and creative approach to service innovation, can reframe NSD processes to implement value cocreation. Multiple case studies on Service Design projects indicate that design-centric approaches can contribute to the whole NSD process in a way that connects organizations’ managerial practices to value cocreation, in that (1) contextual and holistic understandings of user experiences can inform value propositions that better fit users’ value-in-use, (2) codesign with creative supporting tools can facilitate value cocreation by helping users better apply their own resources, (3) prototyping can optimize firms’ resource and process configuration to facilitate users’ engagement with the service, (4) aligning system actors to the user experience can organize and mobilize them to better support users’ value creation, and (5) user-centered approaches and methods can help organizational staff build long-term capability for supporting users’ value creation. Based on the link between Service Design, NSD, and value cocreation, we propose a conceptual NSD model, geared toward value cocreation.

Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation

In this article, we consider crowdsourcing from the consumer perspective. Specifically, we examine the identity value (i.e., sense of self) that consumers accrue by participating in creative crowds. How can managers structure crowdsourcing initiatives to maximize value for participants through identity creation and expression? We strive to answer this question first by examining the different types of crowdsourcing initiatives from a value co-creation perspective. Then we evaluate how consumers construct identities through consumption and review the literature on identity theory. Finally, we link the identity type—personal, extended, or social—to the management of crowdsourcing ventures and offer suggestions for practitioners.

Toward a Taxonomy of Virtual Communities from a Value Cocreation Perspective

ABSTRACTThe enormous growth that social networks have experienced in recent years has caused firms to begin to view social networks as enabling environments for supplier–customer interactions. It has been argued that company behavior influences customer participation; however, this notion has rarely been investigated. Therefore, the purpose of this research is twofold as follows: to determine if there are differences among virtual communities regarding customer participation and define the main factors that can cause differences in cocreated value. We used the perspective of grounded theory to analyze seven communities on Facebook that focus on a single product. Our results confirmed the existence of four types of communities. Additionally, community structures and goals were highlighted as the key factors that differentiate communities and affect customer interactions.

Sustaining extended enterprise performance: a value co-creation perspective

The Extended Enterprise, an advanced form of supply-chain integration, focusses on maximizing overall performance while also optimizing the performance of the stand-alone organizations involved. This necessitates not only inter-organizational collaboration but also inter-organizational performance measures. However, the continued use of and emphasis on, intra-organizational performance measures impedes collaborative efforts that transcend organizational boundaries and interests. We argue that an Extended Enterprise can only emerge and sustain through the development of a Service Logic perspective on value co-creation. Value co-creation encourages the establishment of performance measures for the evolving collaboration by taking into account the changing value-in-use of the products and services provided by all the firms involved. Our theoretical argument sheds new light on the formation of inter-organizational collaborations and addresses the role of organization design in this process.

International Service Learning as Social Value Cocreation

ABSTRACTInternational Service Learning (ISL) is a growing trend in higher education in which students have the opportunity to earn academic credit while participating in community-based service projects. This growth represents an opportunity for NGOs to generate resources for their organization to pursue their mission and generate broader social value. The present work adopts a service dominant logic (SD Logic; Vargo & Lusch, 2004) perspective of value cocreation to highlight the exchange that occurs on two ISL programs based in sub-Saharan Africa. We find that the process of critical reflection on personal fulfillment and social justice serves as the vehicle to create change in (and value for) the program participants. NGOs gain a range of resources including financial, human, intellectual, and social capital through creating this ISL experience with consumers. The current work illustrates how ISL is an opportunity for NGOs to further their mission and serves as a means of sustainable social change.

Service interactions modeling for improved management of public transport systems

This paper shows how service science principles may be used for engineering and realizing improved public transport services. It approaches a value co-creation perspective for the management of public transport service operations based on an activity-based model of a generic service system that allows capturing requirements for software intensive service systems. The main focus is on specific implementation issues of the activity-based model of the generic service system, with a strong accent on its most representative component, the service set-up and configuring unit. This model is applied in a case study for planning of a public transport service and describes how a specific service reconfiguring request is formulated. This examination is further used as a document of requirements that drives the construction of an agent-based model expressing value-creation interactions among service system’s stakeholders in public transport services. The usefulness of the developed agent-based model for the analysis of service systems operational capabilities is suggested through simulation. A business scenario related to the management of public transport services is described, and the defined agent-based model is executed with the Presage2 multi-agent programming platform in order to capture specific issues of piece-of-work planning. The proposed approach, evaluated on the simple working scenario, fosters the role of service interaction modeling in supporting a public transport service system to dynamically adapt its operational capabilities in delivering good public transport services, as more or less quantifiable changes can affect service delivery over time.

The e3value Ontology for Value Networks: Current State and Future Directions

ABSTRACTMeeting changing customer demands and business opportunities in a connected world makes it necessary for organizations to constantly innovate by means of value-creating collaborations. The goal of value modeling is to support the exploration of new business models from an economic point of view. The e3value approach to value modeling is based on an explicit ontology and supported by a graphical tool. This paper provides a structured overview and evaluation of e3value, and discusses two important issues. The first issue concerns the difference between a value co-creation perspective and an exchange value perspective. It shows that with some extensions, e3value can support both. The second issue is model quality. It argues that an ontology is not complete without model quality features and, as far as e3value is concerned, proposes to use the notion of “value cycle” as a soundness feature and as a replacement of the scenario concept.

Structured Local Information Service by Value co-creation Perspective

Structured Local Information Service by Value co-creation Perspective

Value co-creation and stakeholder complexity: what strategy can learn from churches

Purpose – The purpose of this paper is to extend understandings of the demand-side view of strategy and how organizations co-create value with stakeholders. Through an iterative process of theory development, data collection, data analysis and writing, the authors propose a value co-creation perspective that more fully takes into account stakeholder complexity. Design/methodology/approach – The empirical data derives from a wider exploratory study on value creation and competitive advantage in Christian churches in Canada. Here the authors explore one case study from that wider study and analyze interviews with church members and leaders. Findings – The authors discuss two mutually constitutive processes of value co-creation, building a culture of community and enacting relational and shared leadership. Research limitations/implications – The authors propose a stakeholder-complex understanding of value creation where stakeholders can enact multiple roles, often simultaneously, in co-creation and where products/services are consumed for their symbolic, rather than material value. Further, co-creation may involve ongoing interactions and value creation can occur in non-monetary transactions. Originality/value – The authors offer, through an empirical exploration of a religious organization, an illustrative account of how value co-creation might be tied to stakeholder complexity. This study stretches the boundaries of mainstream strategy research by challenging two fundamental assumptions: that stakeholder roles must be distinct and that “value” must be clearly defined and explicitly linked to exchange value.

Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing

Entrepreneurial marketing (EM), born out of the practice of firms operating in conditions of uncertainty, is emerging as a powerful alternative to cope with the decreasing effectiveness associated with traditional marketing. In this article, the authors provide their collective position regarding the field of EM. A brief history and conceptual background of EM is presented and the contextual differences that have shaped its evolution are considered. Distinctions between traditional and EM are derived based on discussions of the concepts of size, speed, market, opportunity, risk, and uncertainty. The perspective of value co-creation in uncertainty is used to develop a contingency framework to serve as the foundation towards a general theory of EM. Operand and operant resources and environmental conditions are proposed to moderate the EM process from opportunity recognition to entrepreneurial organization, EM, and temporary competitive advantage. The theoretical facets are illustrated with seven propositions and directions for future research.

Creating Shopper Value: Co-Creation Roles, In-Store Self-Service Technology Use, and Value Differentiation

This study examines how retailers can use self-service technologies (SST) to increase shopper satisfaction. Using a survey of 188 consumers of a new self-service kiosk launch within a convenience-store (c-store) setting, we examine how such retailers might influence shopper's perceptions of value by better involving customers in the service delivery experience. Our proposed model links classic service operations and marketing design insights to the service-dominant logic perspective of service value co-creation. We find that shoppers perceive enhanced value creation from the new SST when they feel comfortable in their roles and the surrounding service design supports those roles.

Impact of service personal values on service value and customer loyalty: a cross-service industry study

This study investigates the customer’s perception of service value based on theory of personal values. A formative structural model is developed and tested using the data surveyed from three service industries in Vietnam. Results show a positive impact of service personal values on service value. Then, service value and satisfaction are proved as two mediating constructs in the impact of service personal values on customer loyalty. Satisfaction and loyalty are, thus, not only determined by the supplier’s service itself, but also the customer’s personal values. This consolidates the value co-creation perspective rather than the traditional value exchange in service research.

Service-Oriented Entrepreneurship: Service-Dominant Logic in Green Design and Healthcare

The shift in many industrial economies from manufacturing to service may have implications for the extant understanding of value creation. Service-dominant logic (SDL) poses a new paradigm for understanding the basis of economic exchange and argues that service is a true basis for understanding value creation. This service-centered perspective, as opposed to a goods-centered perspective, argues that market exchange actually is the process of parties using their specialized operant knowledge for mutual benefit, and focuses on how providers and customers interact, in order to co-create value. Using the SDL paradigm, this paper examines service-oriented entrepreneurship, where new business opportunities can be identified from the value co-creation perspective that may have been otherwise unnoticed by the goods-centered view. Propositions are developed using literature on SDL and entrepreneurship. Next, secondary cases from four companies are offered which support linkages between SDL and: (1) the identification of entrepreneurial opportunities, (2) a lifetime view of products/services, (3) redefining the role of the customer, (4) the alignment of information and goals between firms and their customers, and (5) the dynamic recombination of actors in the value creation system. Finally, the paper includes discussion and conclusion sections. [Service Science, ISSN 2164-3962 (print), ISSN 2164-3970 (online), was published by Services Science Global (SSG) from 2009 to 2011 as issues under ISBN 978-1-4276-2090-3.]