Journal
INTERNATIONAL JOURNAL OF TECHNOLOGY MANAGEMENT
Volume 93, Issue 3-4, Pages 241-267Publisher
INDERSCIENCE ENTERPRISES LTD
DOI: 10.1504/IJTM.2023.133930
Keywords
service-dominant logic; digital servitisation process; value co-creation approaches; value mechanisms; dynamic environment
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This study reveals five different approaches of value co-creation between SMEs and their customers and partners, based on qualitative data from 43 case companies. These findings contribute to the understanding of SMEs' practices in digital service processes.
Despite the enhanced interest in digital technologies as a means for SMEs to create new service offerings, little is known about how value co-creation is approached across business boundaries. Using the service-dominant (S-D) logic lens, we analyse how SMEs co-create value with their customers and other network partners. Drawing on qualitative data on 43 case companies, the findings of this study reveal five value co-creation approaches: awareness creation, experimentation, platform-orientation, process-orientation and acceleration. Theoretically, we contribute to the S-D logic literature by conceptualising different value co-creation approaches as adaptive strategies and their underlying mechanisms that companies practise during digital servitisation processes.
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