Value co-creation for innovation: evidence from Indonesian Organic Community

Abstract

Purpose

The purpose of this paper is to explore how value co-creation in the Indonesian Organic Community overcomes the resource limitations of small enterprises through the integration of collective resources to drive innovation. A framework is derived and developed from service-dominant logic (SDL) and supported by consumer culture theory (CCT). It also offers a specific strategy that is required for the growth and sustainability of the organic-products entrepreneurship.

Design/methodology/approach

Applied thematic analysis was performed by combining observation and in-depth interviews to multi-actors in the community.

Findings

The result shows that a collaboration network with external actors and the dynamic interaction within the community drive resource integration forming value co-creation platform and lead to innovation in product, process, marketing and organization.

Originality/value

A combination of SDL and CCT provides a new marketing perspective of value co-creation concept. SDL offers an understanding of multi-actor value co-creation that is built from the knowledge and skills-based resources. CCT unveils the roles of the community in developing the positive perception of organic products in the market ecosystem.

Citation

Widjojo, H., Fontana, A., Gayatri, G. and Soehadi, A.W. (2020), "Value co-creation for innovation: evidence from Indonesian Organic Community", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 2, pp. 428-444. https://doi.org/10.1108/APJML-02-2019-0105