|کد مقاله||کد نشریه||سال انتشار||مقاله انگلیسی||ترجمه فارسی||نسخه تمام متن|
|1027340||1483446||2016||11 صفحه PDF||سفارش دهید||دانلود رایگان|
• Sustained purposeful engagement is proposed as a mechanism for value co-creation.
• The mechanism connects actors' capabilities and practices.
• Co-creative practices include linking, materializing and institutionalizing.
• Authors describe capabilities underpinning the realization of co-creative practices.
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.
Journal: Industrial Marketing Management - Volume 56, July 2016, Pages 97–107