Value Co-creation Process Research Articles

The role of supply chain capabilities in customers' value co-creation process: evidence from Chinese technology firms

The role of supply chain capabilities in customers' value co-creation process: evidence from Chinese technology firms

Value co-creation ‘gradients’: enabling human-machine interactions through AI-based DSS

Artificial Intelligence-based Decision Support Systems (AI-based DSS) are becoming increasingly important in many contexts. This work aims to define a type of human-machine interactions for new value co-creation processes' ranks, to help identify factors that can stimulate value co-creation in human-machine interactions. To understand if the outcome of a man-machine interaction can contribute to the co-creation of value, and in what way, the work carried out is epistemological and typological, also based on System Thinking. A matrix of novel gradients of the relationships between humans and non-humans has been created, and the typology of human-machine interactions has been identified for the new degrees of value co-creation processes, as well as the new specific scale of skills, in terms of language, learning, know-how, level of trust and endowment of knowledge, as a whole. The main implications concern the need to customize Decision Support Systems (DSS), to enhance different levels of intensity of relationships, and to identify insights for Decision Making AI - based users.

Value co-creation and innovation performance: insight knowledge from companies and customers in the Malaysian hotel industry

Based on the DART model, this research aims to assess the influence of value co-creation (VCC) processes on hotels' innovation performance (IP) in terms of new service development and delivery processes. Moreover, this research aims to use content analysis to ascertain customers' experiences in the hotel industry during service interactions. Data were collected from 105 four-and-five-star rated hotels in Malaysia and analysed via structural equation modelling using SmartPLS software. This study examined 52 tourists' experiences and feedback data staying in eight different four-and-five-star hotels for content analysis. Results reveal that dialogue influences new service development, whereas access influences both the delivery process and new service development. Besides, risk assessment and transparency influence the service delivery process. This study highlights that business transactions in the hotel industry begin and end with the 'customer'.

Enhancing Value Co-Creation Through the Lens of DART Model, Innovation, and Digital Technology: An Integrative Supply Chain Resilient Model

The global supply chain process has been badly affected by the COVID-19 pandemic. Consequently, firms search for factors that influence supply chain resilience and improve firm operational performance. The current research develops an integrated resilient supply chain model that combines factors underpinned DART model, innovation, digital technology, and value co-creation to investigate supply chain resilience during the COVID-19 pandemic. The research framework was empirically tested with a data set of 329 responses from employees working in logistics firms. the study find that supply chain resilience is determined by value co-creation, the DART model, innovation, and digital technology. The factors underpinning the DART model, including dialogue, access, risk assessment, and transparency, have positively impacted value co-creation. The structural model shows that dialogue has a positive impact on developing value co-creation between manufacturing firms and stakeholders, Empirical investigation revealed that value co-creation in supply chain operations is estimated by dialogue, access, risk assessment, transparency, innovation, and digital technology and revealed substantial variance R^2 71.9% in measuring value co-creation. This research is significant as it develops a resilient supply chain model with the combination of the DART model, innovation, digital technology, and value co-creation and investigates supply chain resilience during the COVID-19 pandemic. Although current research contributes to theory, practice, and method, disclosing research limitations opens numerous avenues for future researchers. This study does not claim to include all factors that impact the value co-creation process in supply chain operations. For instance, other factors, such as IT infrastructure, commitment, and integrative quality, may positively influence value co-creation. Second, supply chain resilience is determined by value co-creation and network capability. Therefore, the research encourages academicians and policymakers to investigate the supply chain resilience phenomenon with other market-oriented facts. future researchers are suggested to investigate the current research model in longitudinal method

Exploring factory digital production support system through the lens of Service Dominant logic

This paper attempts to understand innovation in the production environment of three different digital systems that support the manufacturing processes of industrial firms. Three cases were characterized through the lens of Service Dominant logic to assess the “smartness” of the services that the system provides. It achieves this using the dimensions ‘service ecosystem’, ‘service platform’ and ‘value cocreation’. The assumption used is that production or assembly may be viewed as a set of processes and hence in effect, a service. Furthermore, the digital system provided institutional arrangements to support value cocreation. It was found that the digital systems provide services to the shop floor and management over different time frames. What was also identified from the analysis was that by using the three dimensions, it was possible to understand the system’s limitations in terms of supporting the value cocreation processes.

Value Co-creation in Non-profit Accommodation Platforms.

Value co-creation, in the sharing accommodation sector, has been extensively analyzed but mainly with Airbnb as a reference and focusing mostly on guests’ perceptions. The aim of this study is to analyze the value co-created for users (guests and hosts) in the non-profit sharing accommodation platforms Couchsurfing and HomeExchange. This study also aims to analyze whether the co-created value of these platforms differs from that of for-profit platforms, along with how the outcomes, resources, and practices of the value co-creation process can help create wellbeing for individuals involved in the accommodation experience. Given that most of the existing literature on value co-creation in sharing accommodation platforms is based on Airbnb and guest perspectives, this study is a pioneer in analyzing how guests and hosts co-create value in the context of non-profit accommodation platforms using online travel reviews (OTRs) from non-profit platforms, and how the co-created value contributes to the wellbeing of the individuals involved. Results show that a set of tangible and intangible resources, such as the home and its amenities, helps users on non-profit platforms co-create value and that interaction and social practices between guests and hosts help co-create value for both groups. This implies that non-profit accommodation platforms may contribute more to the social dimensions of wellbeing of their users than for-profit platforms such as Airbnb where the host is typically absent from the experience. In addition, this study demonstrates that the co-created value in non-profit platforms depends on the modus operandi of each platform. On Couchsurfing, guests and hosts co-create more value from their social practices, and on HomeExchange, value co-creation depends more on tangible and intangible resources.

A perspective on value co-creation processes in eSports service ecosystems

PurposeElectronic Sports (eSports) is an emerging sector of the sports and entertainment industry experiencing an accelerated increase in consumer and sponsor demand. This paper aims to study selected cases of eSports service ecosystems, to identify similarities and differences and to understand the different roles, relationships and multiple interactions of actors involved in value co-creation processes.Design/methodology/approachThis empirical paper follows the service-dominant logic to highlight value creation. Based on the sport value framework, an organizing logic for the actors in sports-related ecosystems to exchange service and co-create value, the authors apply the conceptualization of an eSports service ecosystem framework in which actors create value through their interactions. A case study approach was applied to qualitatively describe two cases of value co-creation by multiple actors during three eSports events. Case study 1a is the 2019 League of Legends World Championship Finals in Paris. Case study 1b is the 2020 League of Legends World Championship Finals in Shanghai. Case study 2 is the BLAST Premier Counter-Strike: Global Offensive Global Final 2020, which was entirely virtual.FindingsThe outcome is an empirically investigated conceptual framework of multiple actors co-creating value within a service ecosystem in eSports. The insights of the cases explain how actors interact with each other and co-create value during events in eSports ecosystems. The cases illustrate interactions in the context of eSports where the actors are connected within ecosystems. This enables further development of a value co-creation concept and a better understanding of value co-creation in eSports.Originality/valueThis study contributes to research by explicating a theoretically grounded framework for eSports service ecosystems based on empirical evidence. This research extends the scope of value co-creation beyond the firm–customer dyad to a service ecosystem in eSports, demonstrating the dynamic interactions of multiple actors.

DART Modeli Bağlamında Ortak Değer Yaratımı ve Yolcu Sadakati: Algılanan Hizmet Yeniliğinin Aracı Rolü

The purpose of the study is to reveal the effect of value co-creation within the scope of the DART model, which consists of Dialogue, Access, Risk Assessment, and Transparency on perceived service newness and loyalty. In addition, it is aimed to determine the mediating role of perceived service newness between value co-creation and passenger loyalty. For this purpose, the data collected by the online and convenience sampling method from the passengers who travel airlines. The data is subjected to reliability analysis and confirmatory factor analysis in order to discover the variables that make up the dimensions in the study model. The relationship in the study model is evaluated by using partial least squares structural equation modeling (PLS-SEM) via the SmartPLS 3.0 package program. The findings show that value co-creation has an impact on the perceived service newness and loyalty. This study found also mediating effect of perceived service newness in the relation between value co-creation and loyalty. The study contributed the understanding of value co-creation from the passenger perspective to the value co-creation literature by using the DART model. The study also provides theoretical and managerial contributions to manage the value co-creation process effectively and efficiently.

COMMUNICATION MANAGEMENT IN PROMOTING KNOWLEDGE AND CREATIVITY IN FOSTERING INNOVATIONS IN THE CREATIVE ORGANIZATIONS

The topic of innovation is extremely important because it relates to the ability of organizations, urban regions and even states to remain competitive in today’s rapidly changing world. The problem for modern organizations is how to increase the scale and efficiency of innovation in modern organizations. One of the most striking modern trends that helps to generate innovation is the involvement of the organization’s stakeholders in the processes of value co-creation, encouraging their processes of collective cooperation, knowledge sharing and creative expression. Changing value creation processes are becoming a critical factor in creating innovation. Value creation has always been an essential foundation of any organization’s activities, but the targeted involvement of stakeholders in value creation is a relatively new phenomenon. The article presents a study, the aim of which is to investigate how and in what forms creative organizations – publishing houses – use the adaptability of their managed communication channels to encourage stakeholder involvement in value co-creation processes in innovation. Stakeholder involvement in the development of new ideas and projects, networking, collaboration, knowledge sharing, various non-formal learning opportunities, creation of discussion and feedback platforms as important drivers of stakeholder engagement are particularly important in fostering value-added processes in innovation.

Responsibilization and value conflicts in healthcare co-creation: a public service logic perspective

ABSTRACT Theoretically based on public service logic, this study investigates value co-creation processes at the micro level. It explores the connections between responsibilization, value co-destruction, and value conflicts within a public healthcare context. Focusing on the roles of family carers it reports on a qualitative interview study in Norwegian municipal healthcare services. This study contributes to the service literature by demonstrating how responsibilization can lead to value co-destruction, resulting in conflicts of individual value.

The impact of cognitive conflict on product-service system value cocreation: An event-related potential perspective

Product-service systems (PSSs) play a great role in the strategy for manufacturing servitization. The configuration of a product and service is dependent on customer requirements and acceptance, while how much perception value customers can gain is a barrier. The psychological and neural mechanisms of value cocreation are crucial issues for PSS innovation. This study adopts the method of neuromarketing to analyze the impact of the cognitional conflict elicited by the two components with heterogeneous characteristics in PSSs. An event-related potential (ERP) experiment was conducted to present the different amplitudes elicited by the PSS with different levels of matching degree and service sequence. The results confirmed the positive impact of a high-element matching degree and a descending order of service value on PSS value cocreation. The findings suggest a comprehensive and neural understanding of electronic service quality and conflict resolution during the process of PSS value cocreation in electronic commerce, particularly the application of neuroscience and service engineering toward digital product-service system design.

Ontology and circulation: towards an eco-economy of persons

ABSTRACT Sustainability is a wicked social problem, one difficult to solve because market capitalism inevitably produces ecological precarity. Consequently, marketing requires a paradigm shift. To address this problem, this research investigates a renewal of resource circulation theory and offers a glimpse of a sustainable neo-animist system. Neo-animist theory suggests new perspectives towards a more sustainable eco-economy of persons. Neo-animism foregrounds an alternative subjectivity to that inscribed in the modern social imaginary. Neo-animism is defined by the relationality of persons, the contingent extension of the principle of sociality to other living beings, and the recognition that all living beings are in communicative relations with significant others. Further, in a neo-animism framework resources circulate through transitive value co-creation processes, gifting, reciprocal exchange, and predation. Neo-animism provides an alternative to the dominant social exchange paradigm in marketing and addresses the challenges to sustainability identified in marketing and consumer research.

Iterative uncertainty reduction in multi-actor smart service innovation

Smart service innovation is the process of reconfiguring resources, structures, and value co-creation processes in service systems that result in novel data-driven service offerings. The nature of such offerings requires the involvement of multiple actors, which has been investigated by a few studies only. In particular, little is known about the multiple actors’ efforts to manage uncertainty in the process of establishing smart service systems. Empirically grounded in data from 25 interviews with industry experts, we explore how organizations act and interact in smart service innovation processes. For our data analysis, we adopt a microfoundational view to derive a theoretical model that conceptualizes actor engagement as a microfoundation for iterative uncertainty reduction in the actor-to-actor network of the smart service system. Our study contributes to information systems research on service systems engineering and digital transformation by explaining smart service innovation from both a multi-actor and a multi-level perspective, drawing on service-dominant (S-D) logic and microfoundations as well-established theoretical lenses.

Power in Value Cocreation Process: The Emergence of a New Dimension

There are different scales to measure value cocreation, but it still has no consensus about its uses. In this way, the aims to validate a multidimensional scale with seven factors related to individual characteristics and consumer behaviour included a new emerging dimension inside individual characteristics that are relevant to analyse value cocreation: power importance. The measurement instrument was developed, validated and tested using 1,300 Colombian and Vietnam consumers. For the final analysis, a confirmatory factor analysis was used, resulting in an adjusted and reliable multidimensional model. The results suggest seven dimensions (personal interaction, feedback, helping, tolerance, learning, personalization and power importance). Regarding the power importance that includes items that are related to the way in which consumers develop emotions at the moment of influencing others (authority, social recognized, wellness and monetary retribution). Finally, the present study contributes to the literature on value cocreation through the identification of a key aspect in the interaction between the company and the consumer. This term has recently attracted the attention of scholars and that has been little explored in the field of consumer behaviour.

Value co-creation for developing cultural and creative virtual brand communities

PurposeThis study aims to explore the value co-creation for developing cultural and creative virtual brand communities (CCVBCs) by developing a conceptual framework based on the stimulus-organism-response framework, social cognition theory (SCT) and social exchange theory (SET).Design/methodology/approachThe proposed conceptual framework was developed from a comprehensive review of the related literature. This study tested and validated the proposed framework using partial least square structural equation model based on the data collected through a survey.FindingsFirst, perceived hedonic benefit was positively affected by content personalization, user interaction design and technological innovation. Perceived social benefit and perceived self-achievement benefit were positively affected by user interaction design and technological innovation. Second, user content creation behavior was affected by perceived social benefit and perceived self-achievement benefit; user browsing behavior was significantly affected only by perceived hedonic benefit, and interaction behavior was significantly affected by perceived hedonic benefit, perceived social benefit and perceived self-achievement benefit. Third, perceived social benefit and perceived self-achievement benefit partially mediated the relationship between user interaction design and interaction behavior. As for the influence of technological innovation on interaction behavior, however, and the influence of user interaction design and technological innovation on content creation behavior, both perceived social benefit and perceived self-achievement benefit had complete mediation.Originality/valueThis study found that the characteristics of developing CCVBCs affected perceived benefit in participating in the value co-creation process. The results contributed to the value creation research by enriching the understanding of user value co-creation in developing CCVBCs.

Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness

ABSTRACT There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A sample of 237 students in several universities across Vietnam was employed and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings revealed that 68.4% of C2C value co-creation (i.e. referral intention) can be explained by B2C value co-creation constructs (i.e. co-creation value, value-in-use) and brand awareness. The mediating effects of brand awareness were also investigated. The results practically implied that universities can apply the value co-creation process as a marketing tool to acquire more potential customers.

A PROPOSED MODEL OF VALUE CO-CREATION THROUGH MULTI-STAKEHOLDER COLLABORATION IN DOMESTIC PRODUCT DEVELOPMENT

This study illustrates the collaborative value co-creation process that involves multi-stakeholders in developing domestic products and services design in Indonesia. Although the value co-creation process performed effectively, the new product is still experiencing obstacles in term of commercialization and sustainability. The purpose of this research is to construct a model to encourage the process of value co-creation in the commercialization phase of domestic products. The qualitative method with a single case study approach is conducted in this research. Data collected with in-depth interviews, observations and archival. The informants are representatives of stakeholders that interact and participate in the IKKON program. Data analyzed with DART model (Dialogue, Access, Risk Assessment and Transparency) to examine the process of value co-creation in the IKKON program. This approach constructs an analysis that involves stakeholder’s experience during the value co-creation process as a basis for innovation. The results showed with collaboration; stakeholders could learn from each other to understand the needs. The collaboration with multi-stakeholder will increase the values of the product by combining local and public needs. The finding proposed a collaborative model to optimizing domestic product in terms of commercialization. This research enlarges a practical perspective in managing value co-creation and decision making.

Value co-creation and life satisfaction in home-based accommodations (HBOs)

Value co-creation is important in the hospitality setting such as home-based accommodations (HBOs). This study attempted to examine the formation of individuals’ life satisfaction from a perspective of value co-creation in a specific HBO context. The study proposes that the value co-creation process, which includes sensory stimulus and hospitality culture as two dimensions of HBO servicescape and perceived value as an outcome contributes to benefits such as memorable experience and life satisfaction. In addition, the moderating role of customer behavior (i.e., interaction behavior and active participation behavior) was also examined. The data was collected from 362 tourists who stayed in HBO in Pingyao, China. The study results from structural equation modeling (SEM) indicated that both two dimensions of servicescape are significant predictors of perceived value, which further has a significant impact on life satisfaction through memorable experiences. Theoretical and practical implications were discussed.

Value Generation Through Public Procurement of Innovative Earth Observation Applications: Service-Dominant Logic Perspective

This article investigates how the implementation of a national space strategy in partnership with supranational organizations affects the development of service ecosystems of Earth Observation (EO) applications. The subject is studied through the lens of a service-dominant logic perspective, a meta-theory that seeks to explain how economic value is cocreated in business-to-business markets. Qualitative empirical research was conducted in three emerging space countries—Slovakia, Latvia, and Estonia—to understand how value-creating resource integration processes involving space downstream companies and their potential end-users are affected by adding the European Space Agency (ESA) to the ecosystem. The study's findings showed that the catalytic procurement of prototypes of new EO applications through ESA is connected to multilevel institutional changes in relevant service ecosystems. ESA's involvement facilitates more intensive interaction between EO companies and their targeted customers in dyadic relationships. Value cocreation processes are influenced by micro-, meso-, and macrolevel institutions. The study highlights the linkages between ESA's involvement and the purposeful entrepreneurial efforts of EO companies to change prevailing institutional arrangements. This institutional work is aimed at reconfiguring institutional arrangement at the mesolevel to make it more supportive to value-creating resource integration activities between actors in a service ecosystem.

Explicating Brand Equity in the Information Technology Sector in Vietnam

Vietnamese IT businesses have expanded internationally and have reached a turning point with opportunities and challenges typical when establishing a global brand. To assist Vietnamese IT firms in the development of branding strategies, this study investigated the direct influences of various firm competencies, such as innovation, marketing, networking, and dynamic capabilities, on brand equity in the business-to-business (B2B) information technology (IT) industry. In addition, the study examined whether the enterprise’s capabilities indirectly affected B2B brand equity via value co-creation and customer value. By employing PLS-SEM to analyze a sample of 182 questionnaire responses from IT firms in Ho Chi Minh City, Vietnam, the study found that innovative, networking, and dynamic capabilities had a direct, positive effect on brand equity. The mediating effect of value co-creation and customer value on the association between marketing capability and brand equity was also reported. The research also recommended branding strategies for enterprises that seek to improve their internal competencies and abilities to innovate and respond swiftly to market dynamics. In a successful marketing strategy, all stakeholders must be involved in the value co-creation and brand equity building process, and this is particularly critical in a knowledge-intensive industry such as IT.