Value Co-creation Process Research Articles

An Extensive Framework of Customer-to-Customer Value Co-creation Practices: A Study in a Running Event Context

This study investigates customer-to-customer value co-creation practices by adopting a customer-dominant logic. Data were gathered through observations of 5 running events in Vietnam, interviews with 17 runners, and netnography. Fifty-four micro-practices at the individual-, group-, and community-level were identified, and an extensive framework differentiating four distinct practice-based circles (blurred, self-organizing, open, and integrated areas) was formed to delineate the entire phenomenon. By enriching the understanding of customer-to-customer value co-creation within the broader context of customers’ lifeworld, the study lays foundations to advance this stream of research and offers insights for providers to step into and support customer-to-customer value co-creation processes.

BUSINESS MODEL INNOVATION AND VALUE CO- CREATION IN DIGITAL ENTREPRENEURIAL ECOSYSTEMS


 
 
 This study describes the process of value co-creation between platform-based start-ups and investors in terms of operant and operand resources exchange. A qualitative research is conducting throughout semi-structured interviews to Spanish start- ups that have been funded in the last three years, in order to identify the key resources, actors and interactions within the process of value co-creation within a B2B digital entrepreneurial ecosystem. Our preliminary findings demonstrate that offline platforms, personal interaction and negotiation ability enable and support the co- creation process between entrepreneurs and investors. Additionally, the exchange of operant resources between entrepreneurs, investors, and partners foster the process of business model innovation improving the current business models.
 
 

Value Co-Creation: A Strategy for Enhancing Inclusiveness in Special Education

This qualitative study examines the educational management practices of a municipality in Thailand by evaluating the current delivery of special educational services with underlying principles rooted in value co-creation (VCC)—a business concept often employed to enhance engagement and participation with the aim of creating mutual value. The study’s objective is to identify gaps in real-life practices. The research methodology encompasses in-depth interviews with key stakeholders, focus group discussions involving school board members and parents, and content analysis to extract core concepts for policy recommendations. The study’s findings reveal that the municipality is increasingly recognizing the potential of VCC in enhancing student outcomes, particularly for those with special educational needs. However, challenges stemming from schools’ financial constraints and the influx of students from lower socio-economic backgrounds impede the full realization of VCC principles. Consequently, it is crucial for the government to prioritize the alignment of VCC strategies with special education. This can be achieved by considering reengineering the education budget allocation and making investments, whether direct or indirect, to support the VCC process. These measures are essential to promote the evolution of VCC and sustain special educational service operations effectively.

B2B collaborative economy: a joint sphere perspective

PurposeScholars have affirmed that a conceptualization of value co-creation in business relationships should reflect the nature and characteristics of interactional processes that occur in use. The advent of sales and marketing technologies, however, is changing the nature and dynamics of interactions. New trends in digitalization have played a significant role in emphasizing and facilitating the occurrence of business-to- business (B2B) collaborative or sharing economy. The B2B sharing economy and value co-creation are closely intertwined, as businesses harness the power of shared resources and collaboration to generate value in diverse ways. This study highlights the importance of going beyond value co-creation in studying B2B collaborative economy, unpacking the interconnected value processes that influence value co-creation. It also aims at showing the activities that characterize multiple joint value spheres among actors.Design/methodology/approachThe study consists of 49 qualitative interviews with managers operating in different industries.FindingsThe paper shows that when considering digital B2B contexts, five joint value spheres in business relationships should be considered: a value co-creation, a value appropriation, a value communication, a value measurement and a value representation sphere. Each one is characterized by specific activities that are relevant from a managerial point of view.Originality/valueThis study highlights that value co-creation has often been over stressed when discussing business interactions, also with the advent of new technologies. Rather, this study offers a more comprehensive view of value co-creation that includes different value processes occurring in joint value spheres. These further processes are relevant because failure and success in business relationships within the B2B sharing economy are often dependent from activities outside the value co-creation process, which strongly affect it. Such knowledge will also open up new research venues and opportunities to better contribute to the practice of value management in business relationships.

A Typology of Circular Sport Business Models: Enabling Sustainable Value Co-Creation in the Sport Industry

There is a continuing interest in the relationship between sport and nature. As a new field, sport ecology explores the impact sport has on the natural environment and how sport organizations and individuals can promote sustainability. However, a critical element is still missing in the sport ecology discourse—the link between organizations’ sustainability efforts and their value co-creation processes. The circular economy can provide this link by decoupling the value co-creation of sport business models from their environmental impact and resource depletion. Based on an extensive literature review, this study provides a new theoretically derived typology of circular sport business models, including comprehensive reasoning about sustainable value co-creation processes in the sport industry. It explains how sport managers of all three sectors—for-profit, public, and nonprofit—can transition toward more sustainable and circular business practices and offer integrative guidelines for future research.

Digitalization and Public Value Co-Creation in Public Sector Organizations : The Citizens as Co-Creators

Public value co-creation emerged as a perspective that takes public service delivery beyond effectiveness and efficiency to the services that involve different actors which meet the citizens’ satisfaction and expectation. This development has necessitated the adoption of several strategies by governments aimed at achieving this goal. Arising from this understanding, this paper’s objective rests upon the exploration of the correlation between digitalization and public value co-creation in public sector organizations viewing the citizens as co-creators. Utilizing secondary sources of data, the paper compellingly argues that the citizens could participate more actively and effectively in digitalization driven public value co-creation in public sector organizations. However, it is highlighted in the study that digital divide is a potential obstacle which could undermine the role of citizens towards digitalization driven public value co-creation in public sector organizations. As a panacea, the paper recommends for decentralization of digital governance so as to provide majority of the citizens (especially those at the remote areas) the opportunity to participate in the public value co-creation processes.

Student Participation in University Governance Paths in the Value Co-creation Perspective

Student participation in university governance processes exemplifies the core principles of value co-creation. Student participation in university governance processes exemplifies the core principles of value co-creation. Universities offer participation platforms and resource support, while students leverage their own resources. Through their interactions, both parties reach a consensus, fully realizing the functional, developmental, and societal values associated with student participation. The value co-creation process enhances university governance efficiency, emphasizes student agency, and fosters a more harmonious relationship between the institution and the students. Examining student participation in university governance from the perspective of value co-creation reveals its significant potential.

Value Co-Creation: Transitioning From “Binary Interactions” To “Networked Systems”

The study viewpoint on value co-creation has gradually changed over the past few years from one that solely considers value creation between customers and businesses to one that also takes into account the value creation processes of numerous participants in a socio-economic network system. This shift reflects the essence of value co-creation, i.e., all parties' joint participation and collaborative value creation. This paper follows this research trend and explores the bilateral interactions between firm-firm, customer-customer and firm-customer, and the multiple interactions among all participants in the socio-economic network system. This study compiles domestic and international research results related to value co-creation. ln the meantime, it provides an outlook on future research directions. It is anticipated that a thorough examination of these interactions will help better understand the various participants' responsibilities in the value co-creation process and offer insightful advice for future value creation and business model innovation. This research will provide insights for companies and academics to help them achieve continuous innovation and success in the ever-changing business environment.

Value Co-creation of Food Bank and Stakeholder to Achieve Sustainable NGOs

Food banks appear to be a socially desirable solution to better utilizing food waste from the standpoint of waste reduction since it provides a “win-win” solution. Despite having a valuable mission, sadly, food bank faces several barriers due to their reliance on donations. As a result, collaboration is becoming a desirable step for food banks to increase resources which lead to corporate sustainability. This paper employs a systematic literature review approach to analyze 26 “Food Bank and Stakeholder Partnerships” papers published in the Scopus database over the past five years. The findings indicate that most of research comes from US which have a sustain system of food bank. Numerous studies have examined the collaboration between food banks and different institutions, including healthcare, community, retail, academic, self-organizing, and multi-stakeholder entities which each collaboration gain a uniqueness objective of partnership. This paper discussed the existing of stakeholders and food bank partnership with Four-Co-phase Models of Value Co-creation Process to better understand the phases and traits of partnerships. Communication become an important point on build a sustain partnership. Based on the findings, the topic of communication is widely addressed in articles on collaborative efforts, necessitating further research on trust within collaboration. Further research is needed to explore the sustainability of food banks in developing countries due to limited existing studies. In addition to external collaboration, internal collaboration within the food bank is also important for ensuring organizational harmony in the future.

Institutions, technology and resource integration in the value co-creation process: a study of service-dominant logic in higher education

PurposeThis paper analyzes the value creation process in terms of the relationships between institutions, technology, integration of resources and contextual value. The study was conducted within an online learning setting in higher education, and utilized service-dominant logic as a basis for analysis.Design/methodology/approachA total of 349 responses were collected through an online survey. After removing data from respondents who did not meet the criteria and outliers, 280 responses were analyzed. Furthermore, six hypotheses were tested using structural equation modeling (SEM) techniques.FindingsThe results confirm that institutions are proven to influence technology and resource integration. The technology significantly affects resource integration and value-in-context. Likewise, resource integration determines value-in-context remarkably. On the other hand, this study found no evidence of the impact of institutions on value-in-context.Research limitations/implicationsThe study has been conducted in the Jabodetabek area, with a sample size of only 280. An extensive survey, including a larger sample size, may reveal a broader glimpse of the value co-creation process of students in higher education institutions. Only three antecedents of contextual value have been explored, namely institutions, technology and resource integration. More strengthening and detailed findings could be derived if the antecedents of the contextual value addressed could be added. In the sampling, the researchers have used non-probability sampling for collecting data due to various constraints. The use of the probabilistic sampling method might have given some new insights to the study and made the sample more representative. The convenient sampling method employed in this study may limit the generalization of this study's findings. Therefore, the findings of the hypothesis test only apply to the selected sample data. Another limitation of the study is that the survey respondents represented an urban Indonesian perspective. So, replication of this study in different areas (e.g. west, east and central Indonesia) would help to generalize the findings. In this study, there is no evidence that institutions have a direct impact on contextual value. The authors suggest reexamining the relationship between institutions and contextual value in future studies.Originality/valueIn particular, the authors have succeeded in designing a new empirical model in higher education based on the perspective of service-dominant logic (S-D logic). This finding further strengthens the existence of the perspective of S-D logic as a new general theory of the market.

The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective

ABSTRACT Universities face a lot of challenges, such as increased competition and budget cuts. To overcome these challenges, universities need to consider the role of students as key stakeholders in the value co-creation process. Guided by the Transformative Service Research (TSR), this study explores the individual and institutional outcomes of students’ citizenship behaviors in a higher education context. Drawing on a sample of 343 students and using structural equation modeling, the results show that students’ citizenship behaviors have positive outcomes for both students and universities: they positively affect students’ psychological well-being and university brand image. Furthermore, the study indicates that university service quality mediates the relationship between students’ citizenship behaviors and students’ psychological well-being as well as the relationship between students’ citizenship behaviors and university brand image. The findings of this study have implications for the decision-makers who wish to build a strong brand image and offer superior service quality.

The role of value co-creation in sustaining partner loyalty in B2B business: a service-dominant logic approach

The primary aim of this research is to investigate the impact of value co-creation utilizing the Service-Dominant Logic (SDL) approach on partner satisfaction, which subsequently fosters loyalty, commitment, and trust among B2B organizations. The present study examined petrogenic partners manufactured by PT Petrokimia Gresik, an Indonesian government-owned enterprise tasked with assisting in the production of organic fertilizers. The present study employed a survey methodology to gather data from 139 petrogenic supplier partners. As a form of SDL, value co-creation with supply partners through training, development programs, knowledge sharing, and standard-setting influences their satisfaction with the cooperative relationship, which ultimately increases their commitment and loyalty to PT Petrokimia Gresik and fosters trust. The findings of this research indicate that business-to-business (B2B) organizations must prioritize their relationships with business partners, particularly suppliers. By engaging suppliers in the value co-creation process, organizations can foster supplier loyalty and satisfaction, ultimately leading to the achievement of high-quality production outcomes.

Service Agent Driven Co-Created Caring in Chat-Based Customer Service Encounters

This study explores the elements of caring and its relationship with customer-value co-creation in the context of chat-based service encounters. For this purpose, 123 chat conversations from the Visit Helsinki chat platform were analyzed using deductive content analysis. The findings reveal that customers played an active role in the value co-creation process. The elements of caring play an important role in customer-value co-creation and produce affective and emotional benefits, including cognitive, integrative and recognition benefits for the customer. A benevolent attitude, commitment and consideration, which includes creating situations wherein the customer-service agent and the customer solve problems together, strengthen and enable value co-creation. Language and customer-service expressions also enhance customer-value co-creation, while different statements of being present and interested in the customer create positive emotions and an atmosphere of caring. This demonstrates that caring about the customer could be the key to value co-creation. Further, this study discusses theoretical and managerial implications and recommendations for future research.

Value Co-Creation Process in Multi-Stakeholder Partnerships: The Case of Hakka Heritage Tourism in Taiwan

The purpose of this study is to explore how multi-stakeholder co-create collective value in a local context. Moreover, we aim to examine what barriers between the participators and what mechanisms could reduce these barriers, and then induce the local value. This paper presents a collaborative project that the university implemented in Jia-dong, a township of Pingtung county in Taiwan. Jia-dong is a traditional Hakka cluster with rich and historical elements. The purpose of collaborative project is to integrate Jia-dong’s developmental factors and help to create local value. This case study demonstrates that different stake-holder motivations and their ability to provide resources, differences are observed in the value creation activities and mechanisms at three stages: mobilization, expansion, and stabilization. This paper contrib-utes in two aspects: first, it highlights the evolution of collaborative rela-tionships among stakeholders during the process of value co-creation, and second, it provides a deep understanding of the role of value co-creation mechanisms is deeply understood while collaborative barriers derive from developing the local tourism.

Tripartite Evolutionary Game Analysis and Mode Selection of Reward-Based Crowdfunding From the Perspective of Value Co-Creation

Crowdfunding refers to releasing fund-raising projects and raising funds through the Internet. To explore the relationship between platform resource investment and value creation in interactive learning between initiators and supporters, this article constructs a three-party game model among the platform, supporters, and the initiator, based on evolutionary game theory, and then obtains the replicator dynamics function of the player and analyzes the evolution trend. Further, this article analyzes the optimal pricing decision of the platform and the initiator under different crowdfunding modes and its optimal mode. The results show that there are two Evolutionary Stable Strategies that are accepted by three players under certain parameters, and the equilibrium point remains stable under external interference. When the net income of initiators participating in value co-creation increases, it can promote the crowdfunding platform to actively participate in the value co-creation process, while it will inhibit the participation of the platform when the net loss of initiators participating in value co-creation increases. In addition, although supporters will also be affected by the willingness of the platform to participate in value co-creation, the willingness of initiators to participate has a greater impact on supporters. As for the mode selection, when the platform does not provide fee preference, considering that the prices of the initiators in the crowdfunding period are the same, single-stage crowdfunding is the dominant mode, and the income of the platform and the initiators is also higher than that under the two-stage crowdfunding. When the product price in the single-stage crowdfunding period is lower than that in the two-stage sales period, the two-stage crowdfunding is the best choice for the initiator.

THE EFFECT OF COMMUNITY BASED TOURISM IN BATU PUTEH KINABATANGAN BORNEO BASED ON VALUE CO-CREATION ON SUBJECTIVE WELLBEING

This study examines the effect of community-based tourism in Batu Puteh, Kinabatangan, Borneo based on a new study gap variable known as value co-creation on subjective wellbeing. In recent years, there has been a growing interest in community-based tourism as a sustainable development approach that empowers local communities and fosters social responsibility. The problem statement of this study lies in the need for evaluation and understanding of the impact of community-based tourism in Batu Puteh, Kinabatangan, Borneo, on wellbeing, specifically in terms of value co-creation. Specifically, there is a need to assess how community-based tourism contributes to the overall wellbeing of the local community by examining the co-creation of values between tourists and community members. The sample size of this study consists of 284 respondents from the community at Batu Puteh Village. The research method used in this study is quantitative, which involves collecting and analyzing numerical data. Analysis using SEM Amos to examine the relationship between community-based tourism benefited the perceived costs, value co-creation, and subjective wellbeing. The findings of this study contribute to the existing body of knowledge on community-based tourism and its impact on wellbeing. The perceived costs were found not significant in influencing the value co-creation process between tourists and community members in Batu Puteh, Kinabatangan, Borneo. However, overall findings found that community-based tourism in Batu Puteh, Kinabatangan, Borneo, has a positive impact on the wellbeing of the local community. Keyword(s) : Community-Based Tourism; Value Co-Creation; Community-Based Tourism Subjective Wellbeing; Tourism Impact

The Impact of Tourist Operant Resources on Online Citizenship Behavior in Sustainable Tourism

Sustainability has emerged as a critical concern in the tourism industry. In sustainable tourism, the question of how to engage tourists in value co-creation has started to receive attention. Based on service-dominant logic, this paper develops an integrated model to reveal the impact of tourist operant resources on online citizenship behavior from the perspective of interactions between tourists and online travel agencies (OTAs). Empirical research is conducted using data collected from 301 tourists with customized sustainable tourism experiences. The results show that tourist operant resources are positively associated with online citizenship behavior, with the perceived value (functional value and emotional value) playing a partially mediating role in this relationship. Knowledge distance between tourists and OTA service personnel exerts an inverted U-shaped moderating effect on the relationship between tourist operant resources and functional values, but it does not have a moderating effect on the relationship between tourist operant resources and emotional values. Resource integration capability positively moderates the impact of tourist operant resources on functional and emotional values. This study reveals the contingency role of tourist operant resources in the entire value co-creation process in the context of sustainable tourism and provides practical guidance for OTAs to promote tourists’ online citizenship behavior to develop sustainable tourism.

I want to view it my way! How viewer engagement shapes the value co-creation on sports live streaming platform

This study focuses on sports live streaming platforms (SLSPs) that allow sports viewers to actively engage with various actors while watching sports live streams. By considering the influence of multiple actors, the study explores how different types of viewers perceive the value of their viewing experience. A structural model is developed and tested among four viewer groups who utilise SLSPs for sports event consumption. The findings demonstrate that the value propositions of all four actors significantly contribute to viewers’ experiences, and each group of viewers can acquire unique perceived value from the viewing experience. The research highlights the substantial impact of viewer engagement behaviour on the value co-creation process. It emphasises the importance for SLSPs’ operations managers to recognise the value propositions of diverse actors and the engagement behaviour of viewers, as this is crucial for tailoring viewing experiences and providing personalised services.

The co-creation of value by public and private actors in the front end of urban development projects

This study focuses on the co-creation of value in the front end of urban development projects (UDPs) established by coalitions of public and private actors to develop specific urban premises or areas. Creating value in UDPs calls for collaboration between municipal actors and private companies, specifically in the front end phase, during which major design decisions are made. This qualitative case study builds on data collected through 27 semi-structured interviews in a middle-sized city in Finland. Our data analysis resulted in the categorisation of four value co-creation processes involving municipal actors and private companies, namely, zoning, exploring, procuring and negotiating. The study's results offer insights into how value co-creation can be facilitated in UDPs. This study contributes to recent value-creation literature by providing a novel understanding of each value co-creation process, its characteristics and its corresponding co-created values.

The impact of technologies on society through NPO-social enterprise value co-creation

The aim of this paper is to study the impact of technologies on the welfare of society through the value co-creation processes that Non-Profit Organizations (NPOs) carry out with social enterprises. Based on the literature on Cross-Sector Social Interactions, the research was aimed at evaluating to what extent certain technological variables (innovation orientation, omnichannel, and ICTs) condition the fact that an NPO, a key agent of social innovation, co-creates (programmes, projects, activities or services) with a social enterprise to improve the social impact and the achievement of the organizational mission of both entities in favour of society. To this end, a research model was developed and its main hypotheses tested with data collected from a sample of Spanish 104 NPOs that collaborate, to a greater or lesser extent, with social enterprises. The study employs partial least squares structural equation modelling in SmartPLS. The article is framed within the most current lines of research on the identification of resources, in this case technological, conditioning the impact of NPOs on the welfare of society. In this sense, this research concludes that the development of a real innovative culture by NPOs and the general use of ICTs are key factors, through the full implementation of an omnichannel strategy, in driving the development of co-creation processes that have a strong transformative impact on the well-being of society.