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

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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

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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: 30 Oct 2025 03:30
URI: https://ueaeprints.uea.ac.uk/id/eprint/58424
DOI: 10.1016/j.indmarman.2016.03.012

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