Journal
INDUSTRIAL MARKETING MANAGEMENT
Volume 56, Issue -, Pages 97-107Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2016.03.012
Keywords
Value co-creation; Organizational practices; Organizational capabilities; Co-production; B2B networks
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The paradigm of value co-creation in business markets is now well established in the marketing literature. However, the practices and capabilities for collaborative value co-creation are less understood, particularly in increasingly boundary-less interorganizational, network and ecosystem relationships. This paper describes sets of practices that organizations in business markets adopt to co-create value. We provide a theoretically grounded, empirically-informed classification of value co-creating practices, identifying the underlying capabilities needed to realize value in B2B systems. We adopt a case study approach utilizing various methods of data collection to explore co-creation practices from four organizations. The analysis reveals that 'sustained purposeful engagement' underpins the organizations' ability to co-create and capture value. Implications for organizations willing to develop co-creation capabilities and practices are discussed. (C) 2016 Published by Elsevier Inc.
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