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This research addresses an important platform governance issue, namely, the strategic design of ratings and reviews (R&R) systems to ensure a steady flow of buyer-generated product knowledge on multi-sided platforms (MSPs). Drawing on value co-creation and knowledge management research, this article advances a theoretical model that highlights how the R&R mechanism may be designed to facilitate the generation and sharing of high-quality product knowledge. Exploratory observations of a wide spectrum of MSPs reveal exemplary practices in line with the proposed model. Overall, this article contributes to MSP theory and practice by (1) conceptualizing MSPs as knowledge co-creating hubs (rather than information-aggregating repositories), (2) explicating three distinct knowledge co-creating processes on MSPs, and (3) identifying MSP practices that empower the co-creation of high-quality product knowledge.

Co-creation in branding is gaining momentum. This study contributes to the branding literature by combining a systematic search and a critical review of 148 articles focusing on co-creation in branding, published in 55 academic journals. Three themes guide this critical review: (1) What is co-creation? (2) Who initiates and who participates in co-creation? (3) What is co-created and for whom? The findings reveal that co-creation is considered a process of interaction and influencing among various participating parties. A classification of different types of co-creation crystallizes the conditions under which co-creation is proposed to occur. This article contributes by proposing a new definition as a starting point to guide further research: Co-creation in branding refers to a process of intentional interaction between or among two or more parties that influences a brand. Three positioning questions are proposed for future research. Marketers may gain significant new market understanding through cocreation in branding.

Co-creation, a form of engagement in which stakeholders jointly generate value, has increasingly received attention as a way to enhance responsible research and innovation (RRI). To explore the extent to which co-creation might support RRI, this paper analyses three co-creation workshops with different types of stakeholders in the area of nanotechnology for health. The analysis considers the potential of co-creation to enhance the legitimacy of and add value to innovation based on the four dimensions of RRI: reflexivity, inclusion, anticipation, and adaptation. The results show that it is difficult to address all the dimensions at once. A trade-off between creating legitimacy and added value can be detected: a co-creation process focusing on added value requires deliberation early in the innovation process, a certain specificity and an action-oriented perspective. This comes at the cost of the inclusion and anticipation of societal values, which are important dimensions of a legitimate innovation process.

This article presents a synthesizing framework of the determinants of open innovation adoption in public organizations. We examine the fragmented literature and integrate earlier results. To provid...

Social companion robots are getting more attention to assist elderly people to stay independent at home and to decrease their social isolation. When developing solutions, one remaining challenge is to design the right applications that are usable by elderly people. For this purpose, co-creation methodologies involving multiple stakeholders and a multidisciplinary researcher team (e.g., elderly people, medical professionals, and computer scientists such as roboticists or IoT engineers) are designed within the ACCRA (Agile Co-Creation of Robots for Ageing) project. This paper will address this research question: How can Internet of Robotic Things (IoRT) technology and co-creation methodologies help to design emotional-based robotic applications? This is supported by the ACCRA project that develops advanced social robots to support active and healthy ageing, co-created by various stakeholders such as ageing people and physicians. We demonstra this with three robots, Buddy, ASTRO, and RoboHon, used for daily life, mobility, and conversation. The three robots understand and convey emotions in real-time using the Internet of Things and Artificial Intelligence technologies (e.g., knowledge-based reasoning).

As a new business model, crowdsourcing innovation is widely used for enterprises to complete innovation tasks by the external crowds. The enterprises, the external crowds, and the crowdsourcing platform make an alliance and co-create value to achieve the multi-win goal. Based on the operation process analysis of the third-party platform crowdsourcing innovation model, this paper proposes that the essence of crowdsourcing innovation is the value co-creation of multi-agent participation. Based on grounded theory, this paper constructs the theoretical model of the realization mechanism of multi-agent participation value co-creation in crowdsourcing innovation from the three parties’ perspective. This research finds that value co-creation factors include six factors: task attributes, incentive mechanisms, trust mechanisms, the platform supports, participation motivation, and diversities. The process of value co-creation includes resource integration and interaction. The results of value co-creation include three elements: innovation value, knowledge value, and relationship value.

Extant research examines numerous aspects of co-creation and offers a volume of important insights. We seek to build a clear understanding of the resulting co-creation research landscape. This paper presents a systematic review of co-creation research published during 2000–2018, organizing 339 works to accomplish two important goals. First, we provide a descriptive overview of co-creation research along aspects of: (1) journal-wise publication trend, (2) research method, (3) business and industry context, (4) study sample, and (5) marketing domain. Several future research opportunities emerge along each dimension. Second, we synthesize the co-creation literature from an ecosystem perspective. This conceptual segment of the review identifies actors and relationships within the co-creation ecosystem, exposes five ecosystem contingencies of co-creation, namely, adversity, compatibility, complementarity, opportunity and uniqueness, and explains how outcomes of co-creation are shared by co-creators. The results narrate the current state of the co-creation literature and contribute insights and propositions which set directions for future research.

Our study applies legitimacy theorizing to service research, zooming in on co-prosumption service business models, which reside on significant direct contacts among provider-actors and customers as well as fellow customers in the service space. Our findings are based on a longitudinal flexible pattern matching method on 17 coworking spaces. The service cocreation nuances the double role of customers as evaluators and cocreators of legitimacy. This is because customers can have immediate perceptions of the actions and values of the services in their legitimacy evaluation while cocreating the service. Legitimacy shaped via social and recursive processes occurs in three stages: provisional, calibrated, and affirmed legitimacy. Findings inform four trajectory mechanisms of value-in-use pattern provenance, emergent Business Model development adaptive to the spatial context and loyal customers, visible trances as well as inside-out and outside-in identification processes. Further, the processes in the micro-ecosystem of an interstitial service space can develop a superordinate logic which overlays the potentially present coopetive and heterogenous institutional logics and interests of service customers.

Purpose This study aims to empirically investigate how organizations delivering services in business-to-business relations deal with the boundary paradox and knowledge asymmetry in value co-creation. Design/methodology/approach This study adopted a qualitative multiple case study strategy. Datas were gathered through 13 semi-structured interviews that were then analyzed through the content analysis. Findings The authors identified three mechanisms that organizations use to deal with the boundary paradox and two strategies to handle the knowledge asymmetry. Research limitations/implications First, no opportunities were afforded to involve more participants. Second, owning to confidentiality reasons, not all organizations provided us documents to be analyzed. Practical implications The findings guide managers in balancing the use of contracts and trust in inter-firm collaborations and fostering the learning of customers. Also, insights to protect knowledge based on the paradox of openness in value co-creation. Originality/value This study’s findings address the gap in value co-creation literature concerning the lack of empirical studies.

This research explores the interactive role of supplier, customer and technology company in business-to-business (B2B) marketing when they develop and use industrial artificial intelligence (AI). From a value co-creation perspective and following a service-dominant logic, this study aims to identify essential value types that are created collaboratively by B2B professionals (namely suppliers, customers and AI providers), and critical capabilities that contribute to their value co-creation practices. Nineteen in-depth semi-structured interviews were conducted with three groups of B2B stakeholders in six companies that involved in an industrial AI development and usage project. The data was then analysed using a thematic analysis approach. The results of this research contain a categorisation of four value types and three sets of capabilities, together with the interrelationships between them. This study contributes to the literature of value co-creation, information system and B2B marketing by bridging these three disciplines within the context of industrial AI development and usage.

Objective - Co-creation in entrepreneurship education is related to the teacher's ability to innovate and develop new practice among the student-teacher relationship; it is also a new way to enhance creativity and student value creation. In this approach, the teacher is considered the first actor of co-creation; he creates value among co-teaching, he is a facilitator for the launch of a start-up, and he is at the core of the entrepreneurial ecosystem. Thus, teaching with value co-creation, as we define, is a learning process that combines co-creation as a venture creation tool and provides personalised support for business plan competition. In the higher education system, innovation is an indicator of quality in teaching in all discipline. For entrepreneurship education, innovation with co-creation is a pedagogical practice based on project learning experimentation. This practice is efficient when it creates value for the learner in a co-creation process that combines knowledge sharing between the stakeholders. However, selecting the appropriate pedagogical practice is a curial element in the skills development in entrepreneurship education. Indeed, using co-creation as co-teaching implicates a pre-selection of the participant. Methodology - In this study, the author uses a qualitative analysis method of interviews made with teachers implicated in a co-creation approach and students who had participated in start-up competition. The sample was selected based on (Science, Technology, Engineering and Mathematics) STEM student entrepreneur experience. Results and findings - In achieving the objective of this paper, which is to understand the use of co-creation as an innovative pedagogical practice in the area of entrepreneurship education. The results show the value creation of co-creation as a co-teaching practice and a challenging tool of enhancing entrepreneurial spirit. Type of Paper - Empirical Keywords: Co-Creation; Entrepreneurship Education; Co-Teaching. JEL Classification: M31, E24, I29.

Funders, policy-makers and public service managers should be aware that inputs can be designed into the innovation process in order to build capacity among staff engaged in innovation in public ser...

PurposeValue co-creation is known to increase innovation, but it can backfire under certain conditions. The purpose of this study is to investigate co-creation activities for their effects on consumer perceptions of symbolic designs and to investigate the mediation effect of psychological distance and the moderation effect of peer feedback.Design/methodology/approachThree studies were designed by using a survey (Study 1) and two controlled laboratory experiments (Study 2 and 3). Study 1 had a sample size of 160 respondents and examined whether innovative ideas and behavior intensity had different impact on symbolic design. Study 2 had a sample size of 204 respondents and verified the interaction effect between innovativeness and intensity and to show that psychological distance is the underlying internal mechanism. Study 3 examined peer feedback as a critical moderator by using a sample of 235 participants.FindingsResults show that idea innovativeness positively influences perceptions of symbolic design, while behavior intensity has a negative influence. The studies verify that innovativeness interacts with intensity to affect perceptions of symbolic design. Psychological distance explains why it is difficult to co-create luxury goods. Peer feedback is revealed to be a new moderator.Originality/valueThis research uniquely develops an extensive theory-based conceptual model and highlights two dimensions of value co-creation that interact with product design. The article emphasizes the theoretical and practical importance of studying both direct and indirect moderating effects.

Albeit customer-to-customer interaction (CCI) is something inevitable in a socially dense interaction-rich service setup, there has not been any review in this area of literature. However, a considerable amount of extant research has highlighted the importance of inter-customer encounters during a service encounter. Customer-to-customer value co-creation during collective consumption is gaining relevance in the field of contemporary services marketing research. This review deals with searching articles through the Scopus database and systematically reviewing 115 articles related to customer-to-customer value co-creation and CCI. While highlighting their contribution to the services marketing literature and various theories, methodologies followed by the authors, it paves the way for developing the proposed conceptual framework for the process of customer-to-customer value co-creation. This way, the article adds up to the extant multi-approach research area revolving around customer-to-customer interactions/relationships, customer engagement, and value co-creation among the customers during a service encounter. The study recommends practitioners analyze and monitor the aspects proposed through a practical implication.

This study aims to analyze the effect of customer relationship management (CRM) capability, business network accessibility (BNA), and value co-creation (VCC) on the improvement of familial distribution network (FDN). In addition, this study also analyzes the influence of customer relationship management (CRM), familial distribution network (FDN), business network accessibility (BNA), and value co-creation (VCC) on improving marketing performance (MP). The results of the study show that the accessibility of the business network has a positive contribution to the strength of the familial distribution network and marketing performance, the strength of the family distribution network has a positive contribution to the marketing performance. In addition, the combination of social networking and customer relationship management provides a great opportunity to enrich customer interactions and provide businesses with a way to manage and measure how they use social networks while successfully attracting social customers.

PurposeIn the co-creation process from a network perspective, service is produced, designed, and evaluated entirely by the actors with dynamic roles and with less participation by the firm's employees in the service process. The purpose of this paper is to develop a theoretical model that represents environmental stimuli and value perceptions that contribute to service co-creation behaviour in an online network.Design/methodology/approachA total of 36 semi-structured interviews were conducted with members of two online programming communities – GitHub and Stack Overflow co-creators, with the data analysed using thematic analysis. The stimulus-organism-response model guided the development of the final model.FindingsSocial influence and trust are influential in actor value perceptions, including primary and network value, the interplay of which leads actors to co-production, supportive, and administrative behaviour. Environmental factors do not directly drive actors; rather it is the value that initiates and drives actors, which, by extension, initiates and drives the co-creation of services.Research limitations/implicationsThe service co-creation behaviour model provides a basis for future research in the co-creation and co-destruction context to model behaviours within the online network organisation setting and thereby enable improvement of such systems. This model can be operationalised in a network environment through design features.Originality/valueThis paper provides a rich understanding of environmental stimuli and value perception factors that contribute to the co-creation of services, and identifies different types of behaviours in dynamic online networks. This paper presents a new model of different types of behaviours emerging from actor participation in the co-creation process.

Information and Communication Technologies for Development (ICT4D) projects aim to improve the living conditions of marginalized communities. However, ICT4D interventions have high failure rates. W...

Companies across industries are shifting toward a platform ecosystem strategy. By leveraging cloud computing technologies, companies aim to benefit from collaboration with a wide range of third-party developers within emergent platform ecosystems. To succeed, these companies need to develop new organizational capabilities to co-create and capture value in platform ecosystems. To understand what capabilities are crucial to establish platform ecosystems and how they contribute to value co-creation and value capture, we conducted a multi-year, in-depth case study of SAP’s cloud platform project. We identified (1) technology-related capabilities (cloud-based platformization, open IT landscape management) and (2) relationship-driven capabilities (ecosystem orchestration, platform evangelism, platform co-selling) and illustrate how these capabilities help the platform owner to enable and balance value co-creation and value capture in an emergent platform ecosystem. With our findings, we contribute to the discussion on how companies can overcome the challenging emergent phase of platform ecosystems. We thereby bridge literature on value creation in platform ecosystems and on organizational capabilities. Though we conducted our study in the context of the enterprise software industry, we discuss how our findings apply to prospective platform owners from different contexts.

Purpose The purpose of this paper is to examine the influence of the dialogue, access, risk assessment and transparency model of value co-creation processes (dialogue, access, risk and transparency) on new service market performance (NSMP) with the mediating role of value-informed pricing in the context of business-to-business (B2B). Design/methodology/approach The data were collected through a cross-sectional survey of 230 managers of the telecommunications industry in Malaysia and analyzed through structural equation modeling using SmartPLS v.3.3.3 software. Findings This study found that dialogue and transparency are predictors of NSMP. The findings indicate that value-informed pricing plays a mediating role in the relationship between dialogue and transparency with NSMP. Practical implications Disclosing pricing related information, providing up to date information to the customers, making clear to the customers about new offerings would certainly influence value-informed pricing. Thus, managers can enhance customer engagement in the interaction processes to better understand customer expectations of new services and how the new services should be priced. Originality/value The link between value co-creation and value-informed pricing has been only conceptualized in literature. This study has opened a new stream of research, examining the relationship of interactional-based value co-creation process with value-informed pricing and NSMP in the context of B2B relationship from providers’ perspective.

PurposeDespite over 30 years of focus on supply chain collaboration, companies continue to struggle to achieve collaborative advantage. To better understand why some companies are able to collaborate for competitive advantage and others can't, the authors explore how managerial commitment enables collaborative capabilities.Design/methodology/approachThe authors employed a longitudinal inductive study, interviewing companies with reputations for intense supply chain collaboration at four different times over 20 years.FindingsThe authors identified managerial commitment as a super-ordinate enabler. They describe the dynamics of commitment development and explore three types of commitment: instrumental, normative and transformative. The authors document key antecedents and outcomes of each type of commitment.Research limitations/implicationsTheory regarding the antecedents to commitment to collaborative capability is underdeveloped. The authors elaborate these antecedents and the dynamics that enable or undermine the commitment necessary to build effective collaboration capabilities.Practical implicationsThe authors provide insight (i.e. a practical and actionable roadmap) into the process companies use to cultivate commitment to collaboration and value co-creation.Originality/valueCollaboration is critical to value co-creation, including effective supply chain risk mitigation and lasting sustainability efforts. The authors elaborate a theory of commitment dynamics that explains why most companies never go beyond basic levels of collaboration. At the same time, the authors provide a roadmap for deep, transformative collaboration.

As a new value creation phenomenon, value co-creation has been widely concerned by academia and industry. Companies begin to invest significant resources and build information exchange platform to interact with customers in order to gain competitive advantage. However, prior research has ignored the underlying mechanism by which service interaction might improve value co-creation. Based on the person-environment fit theory, an attempt is made to investigate the intervening role of customer-task fit, which include demand-ability fit and needs-supply fit to explain the above linkage. With 509 customer questionnaires collected from China, the results showed that service interaction has both direct and indirect effect on value co-creation, and needs-supply fit partially mediate the relationship of service interaction and value co-creation. In addition, results supported the serial mediation model where service interaction was found to exercise its influence on value co-creation via demand-ability fit and needs-supply fit in a sequential manner.

The co-creation method highlighted in this article provides public sector managers with the knowledge and tools to help them design and plan innovative solutions for local services. The article ana...

PurposeThis article aims to synthesize and integrate current research on customer experience (CX), identifying the intellectual structure of the field, systematizing a conceptual framework and identifying future research opportunities.Design/methodology/approachTo analyze 629 articles published in peer-reviewed journals in almost four decades, this study employs both bibliometric co-keyword and thematic literature analysis in a complementary way.FindingsThis article maps the CX literature by describing its intellectual structure in terms of three research domains (customer, organizational and technological), their corresponding most relevant research themes and topics. Moreover, this study develops a conceptual framework and research propositions to summarize and integrate the CX literature. This work recognizes technology as an important driver for the development of CX research. Lastly, this article provides future research opportunities for moving the field forward, considering an integrative view among domains.Originality/valueThis paper complements other reviews on CX by using a novel methodological approach (co-keyword and thematic analysis) that enables the identification and visualization of the CX intellectual structure. In addition, the study explores the increasing connection between technology and CX research, by raising evidence that technology, by continuously modifying services and consequently CX, has become a transversal component in the research field. These outcomes may be useful for academics and practitioners.

A research study conducted by six partners demonstrated that, despite the tangible benefits of integrating co-creation into design processes (as well as other areas), there are still noticeable gaps and deficiencies in the knowledge of how to implement the process of co-creation and co-design—both in many professional design teams and in the area of non-formal learning. This paper focuses on the process of co-creation and the findings obtained in the course of preparing the new curriculum and the accompanying handbook. The aim of the project was to co-create a new co-creation curriculum, which will allow vocational education institutions and creative industries organizations to provide their students and employees with the knowledge they will need to apply the participatory collaborative and co-creation process in their future professional practice.