Value co-creation practices and capabilities: Sustained purposeful engagement across B2B systems

Marcos-Cuevas, Javier, Nätti, Satu, Palo, Teea and Baumann, Jasmin (2016) Value co-creation practices and capabilities: Sustained purposeful engagement across B2B systems. Industrial Marketing Management, 56. pp. 97-107. ISSN 0019-8501

Preview

PDF (Accepted Manuscript) - Accepted Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (567kB) | Preview

Abstract

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.

Item Type:	Article
Uncontrolled Keywords:	value co-creation,organizational practices,organizational capabilities,co-production,b2b networks
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019) Faculty of Social Sciences > Research Groups > Marketing
Depositing User:	Pure Connector
Date Deposited:	27 Apr 2016 13:00
Last Modified:	22 Oct 2022 01:03
URI:	https://ueaeprints.uea.ac.uk/id/eprint/58424
DOI:	10.1016/j.indmarman.2016.03.012

Downloads

Actions (login required)

View Item