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The beginning of value co-creation: understanding dynamics, efforts and betterment
Journal article   Peer reviewed

The beginning of value co-creation: understanding dynamics, efforts and betterment

T. Chen, S. Ou Yang and C. Leo
Journal of Service Theory and Practice, Vol.27(6), pp.1145-1166
2017
DOI: https://doi.org/10.1108/JSTP-12-2015-0257
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Abstract

Purpose: The purpose of this paper is to understand the beginning of value co-creation by uncovering the roles, efforts, and desired outcomes of employees and how they affect employees’ responses to their firm’s co-creation initiatives. Design/methodology/approach: This study applies a single case study to explore micro-level processes at the beginning of value co-creation informed by a case about how a Taiwanese firm moved from a conventional to a co-creative business model. Findings: The case study findings affirm nine subthemes that underlie three key themes: co-creation dynamics, efforts, and betterment. The authors provide a value co-creation framework that is informed by nine subthemes derived from interview data. Research limitations/implications: Current literature on understanding value co-creation processes focuses on formalized co-creation processes which produce diverse and contextually dependent findings. The authors contribute to current value co-creation literature by offering convergent insights into the interplay of dynamics, efforts, and betterment experienced by employees transitioning to a value co-creation process. Practical implications: The authors offer a diagnostic value co-creation checklist and propose three benefits of using the checklist, which can help managers mitigate the uncertainty that arises during the transition from a conventional to a co-creation firm. Originality/value: The study responds to calls for research to investigate where and when the co-creation of value emerges, value co-creation behavior from employees’ point of view, and employees’ roles in the co-creation of value.

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Collaboration types
Domestic collaboration
International collaboration
Citation topics
6 Social Sciences
6.3 Management
6.3.65 Consumer Behavior
Web Of Science research areas
Business
Management
ESI research areas
Economics & Business
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