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The “Interacted” actor in platformed networks: theorizing practices of managerial experience value co-creation

Venkat Ramaswamy (Ross School of Business, University of Michigan, Ann Arbor, Michigan, USA)
Kerimcan Ozcan (School of Business and Global Innovation, Marywood University, Scranton, Pennsylvania, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 3 March 2020

Issue publication date: 19 June 2020




The purpose of this paper is to conceptualize the “interacted” actor and connect it with practices of managerial value creation in an interactive business world. In doing so, it accounts for the interactive agency of actors via dynamics of the creational process across increasing technological “platformization” of interactions of heterogeneous (human and non-human) sociomaterial entities.


The study discusses a foundational theoretical framework of a co-creation paradigm (CCP) while connecting it with recent industrial marketing and purchasing (IMP) literature on mixed network and system ontology. It then elaborates on conceptual research contributions and key business management implications in advancing IMP studies through CCP.


The framing of interactional flows across interactive system environments in business networks is related to both stability and developmental change in the enactment of creation via interactive agencies-structures in the ongoing pursuits of both business efficiency and innovation of value creational opportunities.

Practical implications

By effectively configuring platformed networked interactions of experience value creation in their business contexts, managers (and stakeholding individuals in general) can better cope with the complexity of interactivity and interdependencies.


Managerial experience value co-creation through CCP builds on the IMP tradition by explicitly recognizing actors, in addition to activities and resources as being interactively defined. Because the relational logics are applicable at varying levels of scale across system-environment boundaries, it can be applied at both the individual and company levels or more generally at any level of agglomeration.



Ramaswamy, V. and Ozcan, K. (2020), "The “Interacted” actor in platformed networks: theorizing practices of managerial experience value co-creation", Journal of Business & Industrial Marketing, Vol. 35 No. 7, pp. 1165-1178.



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