Value Co-creation Research Articles

Platform openness and value: the mediation effect of user interaction and psychological distance

PurposeLinking platform governance and value, the article explains how platforms manage openness, which gives users access and authority, to shape the user experience and orchestrate interactive value co-creation within their ecosystem.Design/methodology/approachWe adopted an abductive approach, drawing on an embedded multiple case study of platform-based local alternative food networks. The strong symbolic dimension embedded into that context allowed for a full exploration of value in its interactive nature.FindingsPlatform openness influences value creation directly, but also through two mechanisms: one behavioural, involving interactions between users and sides, and the other cognitive, involving users’ abstraction level. Value co-creation goes beyond the online space and occurs in complex sets of interactions between users. Digital platforms can thus generate intrinsic value co-creation that enhances their utility.Originality/valueWe have adopted a marketing channel theory reading of openness and mobilised a broader conception of value as well as cognitive science to explain how this key element of platform governance affects value creation.

Cross-functional integration and new product development performance: Assessing mediating role of customer-supplier involvement and moderating role of structural empowerment

Under the open innovation paradigm, few empirical studies have addressed the value co-creation of the cross-functional and external integration, particularly the adverse effects of integration-induced structural empowerment on new product development (NPD). This study constructs a moderated mediation model grounded in value co-creation theory to investigate the interplay among cross-functional integration, customer-supplier involvement, structural empowerment, and NPD performance. Data from a survey of 294 high-performance manufacturing firms (machinery, electronics, and automobiles) worldwide, conducted during the fourth round of the High-Performance Manufacturing project, were analyzed. The empirical results indicate that cross-functional integration indirectly affects NPD performance through the mediating role of customer-supplier involvement. Moreover, the positive association between customer involvement and NPD performance is markedly diminished under conditions of high as opposed to low structural empowerment. However, structural empowerment does not significantly moderate the positive relationship between supplier involvement and NPD performance. This study contributes to the understanding of the value co-creation mechanisms associated with different integration strategies in NPD performance and reveals the potential drawbacks of excessive structural empowerment. Consequently, this study offers actionable insights for firms implementing integration strategies and structural empowerment.

The evolving role of technology transfer offices in the entrepreneurial university: Go-betweens or playmakers?

AbstractTechnology transfer offices (TTOs) play an increasingly important role in universities, supporting researchers in translating science knowledge into commercially and socially valuable outcomes. However, the literature is limited regarding how TTOs support the technology transfer process. This study contributes deeper insight into the role of TTOs in facilitating knowledge transfer outcomes. A case study of life science commercialization in Australasian universities drew on depth interviews with senior TTO managers and industry experts, on longitudinal participant observation within a life science intermediary business to inform about supply side elements, and on secondary data. The findings emphasise the effects of wider institutional change on quintuple helix (5H) stakeholders, i.e., the environment, society, government, universities, and industry. Financialization and competition places growing demands on universities for commercializable intellectual property (IP) production. In response, TTOs have built competencies in translational engagement (trust and reputation building and boundary spanning) and value co-creation (service quality management and de-risking). Those competencies translate to a five-stage process of technology transfer facilitation: (1) Identifying, (2) assessing, (3) protecting, (4) promoting and (5) profiting. In the complex context of life science innovation, innovation networks benefit from investment in university outreach, stakeholder relationship building, tax credits, and fund matching with transnational corporations. To ensure optimal social and commercial outcomes independent oversight of the process should be maintained, by representatives from all 5H stakeholders.

Value co-creation for memorable touristic experiences: experimental evidence of the effects on consumer satisfaction and purchase intention

Value co-creation for memorable touristic experiences: experimental evidence of the effects on consumer satisfaction and purchase intention

Emotional Brand Attachment, Brand Tribalism, and Co-creation in Luxury Hotels: Insights from Emerging Economies

Introduction In the exquisite tapestry of hospitality, luxury hotels have always concentrated on the comfort of the customer. However, the shifting shades of time unfolded the art of managing customers' emotions to strengthen hotel-customer relationships. Methods This trend has resulted in luxury hotels focusing on customers' value co-creation behaviour by weaving the emotions of the customers into a collaborative service symphony and ensuring that customers self-identify themselves with the luxury hotel and its other customers as a tribe. There are scant studies on the contribution of customer value co-creation behaviour towards luxury hotels; therefore, this study aimed to examine the emotional psychology of customers and their behaviour by evaluating a model curated between emotional brand attachment, brand tribalism, and customer value co-creation behaviour. Data for the study were collected by facilitating structured questionnaires to 399 Indian customers of luxury hotels. The proposed model was empirically examined by the structural equation modelling technique. Results The results confirmed that emotional brand attachment and brand tribalism positively affect customer value co-creation behaviour. Emotional brand attachment also positively affects brand tribalism in customers of luxury hotels. The findings offer a fresh perspective for marketers, researchers, and academicians by validating that emotions play a vital role in promoting brand tribalism and inducing value co-creation behaviour in the customers of luxury hotels. Additionally, the study validates that brand tribalism affects value co-creation behaviour. Conclusion This study is unique as it provides a holistic view of factors that are crucial for luxury hotels in the competitive landscape to promote a collaborative spirit of the customers, progress on relational management, and understand the emotional psychology of the customer.

How Can Scientific Crowdsourcing Realize Value Co-Creation? A Knowledge Flow-Based Perspective

Presently, the practice of scientific crowdsourcing still suffers from user loss, platform operational inefficiency, and many other dilemmas, mainly because the process mechanism of realizing value co-creation through interaction between users and platforms has not yet been elaborated. To fill this gap, this study takes Kaggle as the research object and explores the realization process and internal mechanism of scientific crowdsourcing value co-creation from the perspective of knowledge flow. The results show that the operation process of Kaggle-based scientific crowdsourcing can be decomposed into five progressive evolutionary stages, including knowledge sharing, knowledge innovation, knowledge dissemination, knowledge application, and knowledge advantage formation. The knowledge flow activates a series of value co-creation activities of scientific crowdsourcing, forming a dynamic evolution and continuous optimization of the value co-creation process that includes the value proposition, value communication, value consensus, and all-win value. Institutional logic plays a key role as a catalyst in the value co-creation of scientific crowdsourcing, effectively facilitating the realization of value co-creation by controlling and guiding the flow of knowledge. The study unlocks the “gray box” from knowledge flow to value co-creation, providing new theoretical support and guidance for further enhancing the value co-creation capacity and accelerating the practice of scientific crowdsourcing.

Relationship of positive valence WOM and customer loyalty in social media: trust, value co-creation, and brand image as mediators

<p>In the midst of increasingly tight business competition, with numerous imitations of business ideas and solutions, competitive advantage alone is not sufficient to maintain customer loyalty. Considering the importance of maintaining customer loyalty, this study aims to analyze the relationship between positive valence WOM (PVWOM) and customer loyalty, with mediating factors such as trust, value co-creation, and brand image. This research is expected to contribute to theoretical understanding of the variables under study and provide managerial implications to organizations in various industry sectors. It is also hoped to strengthen our understanding of PVWOM in social media, assist marketers in gaining insights into the factors influencing the relationship between PVWOM and customers on social media, and aid them in designing digital marketing strategies. This research involves 4 schools in Kabupaten Bekasi with a total of 210 respondents over three months. Data were analyzed using Structural Equation Model (SEM) AMOS. The results show a positive relationship between PVWOM and customer loyalty, with trust, value co-creation, and brand image partially mediating this relationship. Additionally, the research findings support a serial mediation model where PVWOM influences loyalty through trust and value co-creation sequentially. Managerial implications applicable to the education sector include the notion that a good level of positive valence WOM will enhance proactive attitudes in teaching and learning activities, as well as foster collaborative knowledge creation. Current conditions urge educational institutions to innovate information and communication technology in every teaching and learning activity. Positive valence WOM can be enhanced through social networks interacting to obtain innovative ideas and insights from their customers. If educational institution customers can actively participate in decision-making, then positive valence WOM can be leveraged to impact management within educational institutions.</p><p> </p>

Reducing Resource Expenditure in Value Co-Creation: A Path to Market Shaping

Reducing Resource Expenditure in Value Co-Creation: A Path to Market Shaping

How do stakeholders co-create value in a service ecosystem? Insight from mega-events

PurposeThis paper looks at how stakeholders co-create value at mega-events from a service ecosystem perspective. Despite the growing interest, little is known about how value is co-created through such initiatives for individual stakeholders and the community.Design/methodology/approachDrawing on institutional and stakeholder theory, the study focuses on Cortina 2021, the World Ski Championships held in Italy in February 2021. It investigates how multiple actors co-create value within a service ecosystem through qualitative interviews with key stakeholders combined with the analysis of official documents and reports.FindingsThe research established that key stakeholders were willing to get involved with Cortina 2021 if they recognised the value which could be co-created. Such an ecosystem requires a focal organisation with a clear regulative and normative framework and a common cultural basis. The latter helped resilience in the extraordinary circumstances of Cortina 2021 and safeguarded long-term impacts, even though the expected short-term ones were compromised.Practical implicationsFrom a managerial point of view, the evidence from Cortina 2021 shows how a clear strategy with well-defined stakeholder engagement mechanisms can facilitate value co-creation in service ecosystems. Moreover, when regulative and normative elements are blurred because of an extraordinary circumstance, resource integration and value creation processes need to be entrusted to those cultural elements that characterise an ecosystem.Originality/valueThe study takes an ecosystemic approach to mega-events to explore value creation for the whole community at the macro level, not only at the individual or organisational level, even during a crisis, which greatly impaired the preparation and running of the event.

Optimizing Business Performance Through Relationship Quality and Value Co-Creation

Optimizing Business Performance Through Relationship Quality and Value Co-Creation

From bite to byte: decoding the motivations fueling social media's culinary heritage stories

ABSTRACT Although tourists are increasingly seeking to actively engage in culinary heritage experiences, empirical knowledge about the culinary tourist remains limited, encompassing not only the desire to live these experiences but also a growing inclination to share related stories on social networks. This research aims to characterize the profile of culinary heritage storytellers through their motivations. Understanding motivations is crucial for destination management organizations (DMOs) and culinary tourism operators, as it enables them to effectively engage consumers (tourists) in active participation within value co-creation processes. Furthermore, this understanding allows for the proposal of innovative strategies aimed at making destinations more appealing to visitors seeking unique travel experiences. The data for this study were collected through netnography, involving participants in culinary tourism activities. Using content analysis of 50 posts, five profiles were found: gastro-nationalist, time traveler, epicurean seeker, culinary mentor, and sensory visualist.

How Do Location-Based AR Games Enhance Value Co-Creation Experiences at Cultural Heritage Sites? A Process Perspective Analysis

The sustainable development of tourism in cultural heritage sites benefits from the active participation of tourists in the co-creation process. Location-based AR games show great potential in tourists’ participation in creation and positive experiences. This study explores the relationship between the stage factors of the co-creation experience and the overall co-creation. Combining the service-dominant logic and process perspective of value co-creation theory, this research proposes a conceptual framework for co-creating experiences in cultural heritage tourism using augmented reality technology through two studies. In the first phase of the study, quantitative research was conducted on 256 visitors to measure the impact of factors in the three processes of pre-co-creation experience, on-site experience, and post-co-creation experience on the overall co-creation experience. In the study’s second phase, follow-up qualitative interviews were conducted based on multiple linear regression analysis results to expand the interpretation of the relationship and importance of factors affecting the co-creation experience process. The results show that psychological engagement, awareness, knowledge, and social relations during pre-visitation help enhance the overall co-creation experience. In contrast, the overall co-creation experience is enriched by real-time storytelling, interaction, and emotional resonance in both on-site and post-experience processes. The proposal of this framework model advances the discussion of augmented reality technology and co-creation experience to the empirical level. It provides a basis for further tourism co-creation experience design practice.

Tourism live streamers as brand ambassadors: investigating their impact on destination brand value through social exchange theory

Purpose This study aims to identify the key characteristics of tourism live streamers (TLSers) that influence target consumers and examine how these characteristics enhance destination brand value by stimulating consumer emotional engagement and value co-creation behaviors. Design/methodology/approach A questionnaire survey was conducted with 552 respondents who had viewed tourism live streaming in China. The data were analyzed using structural equation modeling. Findings The results revealed that TLSers’ expertise had the strongest influence on consumers and positively affected their attachment, trust, participation and citizenship behaviors and perceived destination brand value. Attractiveness and trustworthiness exerted positive but weaker effects on these variables. Originality/value This study contributes to the theoretical development of live-streaming research by demonstrating the distinct impacts of TLSer characteristics. Furthermore, this study expands the application of the social exchange theory and value co-creation in tourism research.

Unleashing the role of knowledge absorptive capacity and relationship quality: exploring the outcomes of digital supply chain transformation in new norms

PurposeThis study aims to explore the potential role of supply chain digital transformation on collaborative knowledge creation, supply chain innovation, and value co-creation in new norms. It also examines the impact of collaborative knowledge creation and supply chain innovation on value co-creation. Furthermore, the study examines the impact of collaborative knowledge creation on supply chain innovation. Finally, it investigates the possible mediating role of knowledge absorptive capacity and relationship quality in shaping these interactions.Design/methodology/approachTo establish the empirical part of this study, the collection of data involved distributing a questionnaire to 247 managers working in manufacturing companies. The measurement model assessment and hypothesis testing were performed employing the PLS-SEM approach.FindingsThe findings indicate that supply chain digital transformation significantly impacts collaborative knowledge creation, supply chain innovation, and value co-creation. This study also confirms the significant impact of collaborative knowledge creation on supply chain innovation and value co-creation. Furthermore, it reveals that knowledge absorptive capacity mediates the impact of supply chain digital transformation on collaborative knowledge creation. It also shows that the impact of collaborative knowledge creation on supply chain innovation and value co-creation is mediated by relationship quality among participants.Originality/valueThe findings of this study make significant contributions to academic theory, existing literature, and the scholarly community within the realms of supply chain management, innovation, knowledge management, and value co-creation. It also offers practical implications for managers to strategically navigate the evolving norms of supply chain management. Companies can use these insights to improve their innovation processes and knowledge management, while policymakers can consider the study's findings when developing supportive frameworks for the manufacturing sector.

Digital age: The path choice of government-citizen value co-creation

This study explores the relationship between government and citizen in the digital age and proposes a specific path to realize the value co-creation of government and citizen in the digital age. Quantitative analysis of 40 policy texts on “digital government construction” of 30 provincial and municipal governments in China before November 2022 was conducted using NVivo12. The case of Minsheng Cloud revealed that provincial and municipal government departments have not paid sufficient attention to citizen participation. Furthermore, citizens' participation ability and enthusiasm are not high. The study found that in the process of strengthening the construction of digital government, “government optimisation”, “citizen participation”, “governance guarantee”, “data governance” and “government digitization” are the key elements. We discuss the feasibility, necessity and coupling of the value co-creation theory to establish the benign interaction between government and citizens and realize co-creation. We find that the “DART” model can be co-created based on value, and that the continuous Improving the four aspects of “dialogue”, “access”, “transparency” and “risk assessment” will undoubtedly help realize the value co-creation of government and citizens in the digital era, and form a governance pattern of co-construction and sharing. It is therefore of great significance to promote the government's digital construction and digital governance capability to accelerate the construction of digital China and promote the modernisation of the national governance system and governance capability.

Effects of Social Importance and Brand Image on Willingness to Pay More in Value Co-Creation with Customers

This research, based on the co-creation value literature, examines the implications for both the brand and the consumer. In this regard, the study aims to contribute to the understanding of the effects of co-creation value, by specifically exploring the dynamics between brand image and greater willingness to pay, how they are influenced by co-creation and social influence, and their combined effects on willingness to pay more. In line with this objective, the data obtained from 430 participants collected through convenience sampling method was included in the analysis. Structural Equation Modeling (SEM) was applied using SmartPLS (v.3.2.9) software for the analysis of the findings. According to the results, it was revealed that co-creation value with customers and social importance significantly and statistically influenced willingness to pay more. Additionally, it was found that brand image mediated the effects of co-creation value with customers and social importance on willingness to pay more.

Value Co-Creation Through Skills-Based Volunteering

Value Co-Creation Through Skills-Based Volunteering

Analisis Pengaruh Selfie Marketing Value Co-Creation, Kepuasan Pelanggan Terhadap Peningkatan Brand Image

Brand image is very important to increase sales of micro, small, and medium enterprises (MSMEs). By satisfying consumers, companies will make them loyal to the product. A deep understanding of the market and its behavior will facilitate efforts to satisfy consumers, because marketers will have insight into consumer buying interest in a product and their perception of the company's products compared to competitors' products. In addition, marketers want customers to be loyal to the company's products, so they will also try to understand other factors that influence the decision to buy or repurchase. The problem at UD. Parna Ulos, sales are decreasing. To handle this problem, this study aims to examine how the variables of selfie marketing (X1), Value co-creation (X2), Customer satisfaction (Z), and increasing brand image (Y) influence each other. This study uses questionnaires and interviews as tools to collect data, and uses the Structural Equation Modeling (SEM) data processing method with the Partial Least Square (PLS) approach and the assistance of Statistical and Service Solution (SPSS) software. This study is expected to produce a structural model and be able to identify the influence on the proposed hypothesis.

Facilitating Value Co-Creation Through Inter-Organizational Information Systems

Many company networks, especially those comprising small- and medium-sized enterprises (SMEs), face the challenge of digitally transforming their value co-creation (VCC). However, this topic, despite its high relevance, remains vastly under-researched. We thus conducted a case study in an SME network to investigate how these companies adapt their internal processes to enable an overarching VCC process in the network and use IT to support it. We first derived a framework of four propositions showing that the modularization of value creation, equality of actors, efficient information and knowledge flow, and inter-organizational information technology support facilitate VCC in these networks. The propositions framework then became our lens to analyze the SME network. Our empirical study enabled us to gain deeper insights into the relationships of the proposed facilitating factors for VCC in company networks and the role of inter-organizational information systems in this context.

Analysis of Influencing Factors and Countermeasures for Value Co-creation in Online Tourism Enterprises

Analysis of Influencing Factors and Countermeasures for Value Co-creation in Online Tourism Enterprises