To read this content please select one of the options below:

Value co-creation features: an empirical case study of B2B collaboration and interactions in New Zealand

Yasir Rashid (University of Management and Technology, Lahore, Pakistan)
Anisha Tanveer (University of Management and Technology, Lahore, Pakistan)
Zeeshan Shaukat (University of Management and Technology, Lahore, Pakistan)
Imran Sadiq (University of Management and Technology, Lahore, Pakistan)

Digital Library Perspectives

ISSN: 2059-5816

Article publication date: 5 June 2020

Issue publication date: 4 September 2020

590

Abstract

Purpose

This paper aims to highlight four features of value co-creation among actors in a business-to-business environment. Service-dominant (S-D) logic of marketing is used as a theoretical lens to view at the process of value co-creation.

Design/methodology/approach

Using an interpretive methodological approach, the authors collected empirical material from a single case based in New Zealand. The case was based on the collaboration, interaction and relationship between vendor and client during an information and communication technology (ICT) systems integration project. The unit of analysis was “points of value creation.” Empirical material came from observation, in-depth interviews and documents such as meeting notes and email logs. Interpretation highlighted four features of the value co-creation process: motivators, outcomes, disadvantages and management. Moreover, personal and network aspects of value co-creation process emerged.

Findings

The findings of this study capture benefits, as well as conflicts and frustrations, in a value co-creation process. Furthermore, it provides future research motivations for researchers currently working to develop S-D logic of marketing.

Originality/value

It is suggested that there is relatively little direction on how value co-creation process should be undertaken in different contexts such as retail, education, health care and ICT. There is a need to understand the dynamics and specification of value co-creation process, as the literature is scarce in this field.

Keywords

Acknowledgements

Conflict of interest statement: On behalf of all authors, the corresponding author states that there is no conflict of interest.

Citation

Rashid, Y., Tanveer, A., Shaukat, Z. and Sadiq, I. (2020), "Value co-creation features: an empirical case study of B2B collaboration and interactions in New Zealand", Digital Library Perspectives, Vol. 36 No. 3, pp. 219-229. https://doi.org/10.1108/DLP-02-2020-0006

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles