Exploring the barriers and motivators of value co-creation through a theoretical lens of service-dominant logic

PurposeThis study aims to identify and categorize the barriers and motivators to value co-creation and to establish its theoretical link with the five axioms of value co-creation. Design/methodology/approachThe study used a qualitative approach based on a bibliographic literature review for identifying barriers and motivators of value co-creation. Subsequently, this study grouped those barriers and motivators into three categories. It further linked those barriers and motivators with five axioms of value co-creation using the grounded theory. FindingsResults based on the categorization of barriers show that the first category organization and system-related barriers is associated with Axioms 1, 2 and 5 of the service-dominant logic. The second category customer-oriented barriers is associated with Axioms 2, 4 and 5. The third category of barriers social environmental and economic barriers is related to only Axiom 3. Results based on the motivators show that the first category organization and system-related motivators is associated with Axioms 2 and 4. The second category of customer-oriented motivators is associated with Axioms 1, 2, 3 and 5. The third category of motivators social environmental and economic motivators is related to Axioms 3 and 5. Practical implicationsThese results provide insights to managers for eradicating barriers from the value co-creation process by emphasizing strategic intrusion into those axioms that contain a high percentage of barriers. Similarly, it also provides insights to managers for expediting motivators of value co-creation by strategic intrusion based on the axioms that contain a high percentage of motivators. Overall, this study will serve for greater value co-creation by eradicating barriers and promoting motivators. This study also provides a theoretical foundation for future studies intended to establish a theoretical connection between the barriers and motivators with value co-creation in other industries. Originality/valueThis study is novel in terms of identifying barriers and motivators of value creation by categorizing those identified barriers and motivators into three sub-categories. This study is the first one for linking barriers and motivators with five axioms of value creation for a micro-level policy formulation.

Automated summary

This study aims to identify and categorize the barriers and motivators to value co-creation and establish their theoretical link with the five axioms of value co-creation. It used a qualitative approach based on a bibliographic literature review to identify and categorize the barriers and motivators. The results show that the barriers are related to different axioms, while the motivators are associated with different axioms as well. This study provides valuable insights for managers to eradicate barriers and promote motivators for value co-creation.