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This study attempts to reveal product platform strategy via business-to-business (B2B) platform ecosystems. The authors advance the views of platform ecosystems in the innovation literature by introducing a contingency perspective that underscores the role of market, organizational and technological innovativeness in product platform strategy.

This study explores three contingent factors, specifically market innovativeness, technological innovativeness and organizational innovativeness that affect the product platform strategy of high-tech firms. The theoretical model is empirically validated using survey data from 191 high-tech firms.

Using a data set of high-tech manufacturing firms, the results show that product platform strategy is positively related to firm performance. Additionally, the results provide evidence supporting the positive moderating effect of the three-way interaction among market, organizational and technological innovativeness on the contribution of product platform strategy to firm performance.

A platform product strategy is a determining factor in firm performance that requires firms to have a “fit” with their innovation activities. This study contributes to theoretical development at the intersection of product platform strategy and innovativeness.

When firms seek to align their technological innovativeness with their organizational innovativeness, the benefits of such innovativeness may be more pronounced in a platform product context. Moreover, the results may help guide platform managers and decision makers in identifying and securing appropriate innovation activities to enhance product platform strategies.

This study provides a product platform strategy in B2B platform ecosystems and shows how different innovation activities interact to improve the product platform strategy.

This study aims to investigate the impact of an institutionalized market context on platform ecosystem development. It studies how platform ecosystems are set up and evolve in the asset management industry and explores the role of the platform leader and selected core network partners in unleashing value innovation notwithstanding institutional barriers. A problematization lens is used to identify deviations between the management practices in this industry setting and the prescriptions and suggested practices in the extant literature on platform ecosystem development.

The research follows a retrospective longitudinal single-case design focusing on the development of a new platform ecosystem to which several PaaS initiatives are linked. It is based on 13 in-depth interviews over a one-year period triangulated with documentation and member checks. This study identifies the impact of regulations and norms on the early stages of platform ecosystem development.

In this institutionalized market, intensified interactions between carefully selected strategic market players focusing on platform development, lead to growing value innovation initiatives. The collaboration between core actors evolves “under the radar” with select partners and with lots of controls by incumbents. The value innovation process evolves in a non-disruptive way. Initially, the new value initiatives are rather incremental and focus on optimizing the present business models while slowly adding new peripheral services shared as successful signs of value innovation initiatives. This “submerged” direction enables platform actors to gather critical mass and stimulates co-evolution with key players.

This paper outlines one vertical and looks at various principles involved during early stages of platform development. Because the authors have chosen a deep dive into one institutionalized setting, future studies could investigate a broader scope of institutionalized settings/verticals and a broader scope of management stages and related practices to replicate the study and corroborate the findings. The idea raised from hybrid platform ecosystem development also warrants further study.

Practitioners in institutionalized business-to-business markets find suggestions on how to overcome institutional barriers to platform ecosystem development and this study shows which levers can be used by core actors of ecosystems to strengthen established business models and simultaneously unleash value innovation initiatives.

This study contributes to the understanding of the challenges to be faced when setting up and expanding platform ecosystems in a highly institutionalized setting and identifies “levers” to create a smooth flow and snowball effect for platform ecosystem development. It “fine-tunes” the extant literature on platform ecosystem development to institutionalized markets.

The business-to-business (B2B) marketing literature is heavily focused on the manufacturing sector. However, it is the B2B service sector that shows the highest growth in gross domestic product (GDP). Beyond a vibrant stream of literature on servitization, the B2B literature has neglected drawing on the wider service literature. This paper aims to examine recent streams of service research that have promising implications and research opportunities for B2B marketing.

Together, the author team has decades of research, managerial and executive teaching experience related to B2B marketing and services marketing and management. The observations and reflections in this paper originate from this unique perspective and are supplemented by insights from 16 expert interviews.

The authors identify and discuss in this paper four broad and related themes from the service literature that can stimulate B2B research and practice. First, the authors highlight the implications for capturing value in economies with their rapidly increasing specialization and related growth in B2B services. Specifically, the authors explain where B2B firms should focus on to gain bargaining power in the value chains of the future. Second, an additional strategy to enhance a B2B firm’s power to capture value is servitization, which allows firms to get closer to their customers, increase their switching costs and build strategic partnerships. The authors explore how firms can use service productization to enhance their chances of successful servitization. Third, servitization is expensive, and productivity and scalability are often a challenge in B2B contexts. These issues are tackled in a recent service research stream on cost-effective service excellence (CESE) where the authors derive implications for B2B firms. Fourth and related to CESE, latest developments in intelligent automation offer exciting opportunities for B2B services to be made more scalable.

This paper is based on the unique perspective of the author team and a panel of experts and connects major streams of service research to the B2B literature.

Knowledge is companies’ crucial asset, especially when they are inserted in continuous collaboration and value co-creation. However, problems related to knowledge may occur without proper management, which can compromise the strategic objectives associated with a business collaboration network. Given the presented gap, this study aims to propose and test a business-to-business (B2B) knowledge management (KM) framework focused on value co-creation. Therefore, this study seeks to answer the following guiding questions: what are the main elements that a KM model should present in a context of value co-creation between companies? What are the limitations? What are the advantages and disadvantages? Is there any group that would benefit most from it?

This is an exploratory study grounded on mixed methods, having a qualitative approach (systematic literature review and content analysis) followed by a quantitative approach (exploratory and confirmatory factor analysis), which grounded the proposed framework.

The qualitative approach grounded on the systematic literature review resulting in 38 articles that were submitted to content analysis, which resulted in six record units: active communication between the organization, employees and other stakeholders; documents and organizational knowledge stored; knowledge map; collaborative network; searching tools and database, which provided the KM elements to develop and test the proposed framework by the quantitative approach. The results have shown that the framework may assist in managing knowledge in B2B value co-creation relationships.

As an exploratory study, the chosen research approach used nonprobabilistic for convenience sampling. Therefore, the results may lack generalizability. Thus, researchers are encouraged to use probabilistic sampling techniques to ensure generability. Also, more and better items should be used to upgrade the initial questionnaire, improving it and, by doing so, have a better scale.

Assuming the proposed framework’s effectiveness, company managers can use it to drive knowledge within the network of interested parties to promote cooperative products and services. In addition, due to the theoretical framework’s broad vision, it can serve as a strategic aid to leverage innovation, productivity and competitive advantage. This study also provides an initial instrument that assists in understanding KM elements, which may assist in value co-creation.

It was learned that the elements, tools, concepts and KM preconized solutions can assist in value co-creation. Considering that value assists business performance, and value co-creation is one way to enhance it, furthermore, by knowledge sharing, the value co-creation may occur in the B2B ecosystem. Also, it is the first theoretical KM framework proposed to assist companies to understand better ways that could get advantages on structuring knowledge, meaning mapping it, sharing it through a system that can retain what is needed and release it to the ones that need and have the defined access to receive it.

Drawing on the wisdom of ancient Chinese philosopher Xunzi, this paper aims to present a novel mechanism for governing opportunism, referred to as “cultivational governance.” By examining the role of artificial intelligence (AI) resources possessed by e-commerce platforms, the authors explore how these resources contribute to mitigating seller opportunism. The central hypothesis of this study posits that two distinct types of AI resources, namely, AI technology resources and AI human resources, serve as crucial factors in curbing seller opportunism. Furthermore, the authors propose that platform digital empowerment and value cocreation act as mediating variables linking AI resources to opportunism.

Based on the resource-based view and resource orchestration theory, the authors developed a framework and tested it using survey data from sellers. This framework encompasses five key variables: e-commerce platform’s AI technology resources, AI human resources, platform digital empowerment, value cocreation and seller opportunism. Regression analysis was used for data analysis.

The empirical results validate the effectiveness of cultivational governance mechanisms, as both AI resources effectively suppress seller opportunism through digital empowerment and value cocreation. Specifically, e-commerce platforms’ AI technology resources significantly promote value cocreation and platform digital empowerment, while AI human resources primarily contribute to platform digital empowerment. Although platform digital empowerment encourages value cocreation, its direct impact on reducing seller opportunism was not supported. Notably, value cocreation negatively affects seller opportunism.

The present research mainly contributes to the marketing channel governance literature by introducing a new approach to inhibit opportunism, namely, the cultivational governance mechanism.

This paper aims to present the literature review on engagement in marketing, specifically on the concept of actor engagement (AE), to identify the most influential countries, authors, journals and institutions, their structure and research lines.

This review was carried out from a bibliometric and network analysis of documents published in the Scopus and Web of Science databases.

A total of 223 documents were found that were scientifically mapped in this field. The network analysis identified four perspectives or research clusters: customer engagement, the conceptualization, co-creation of value and service ecosystems. Finally, the agenda for future research is presented.

This paper carries out a bibliometric and network analysis, so far not done, of the literature on AE in which its perspectives and future lines of research were identified.

This study aims to explore the effect of value co-creation among health-care professionals and in a business-to-business (B2B) context on the involved individuals and the organization. More precisely, the effect of co-creation behaviors on the well-being of individuals, their work performance and team resilience are investigated.

A quantitative research design was adopted. The data collection was performed through a mail survey of a sample of 96 professionals at a cancer health-care institution in France in which several medical and paramedical providers work together to maximize service options. Linear regressions were conducted using SPSS to analyze the data.

The results highlight the positive outcomes of an active co-creation process on individual well-being, work performance and team resilience and emphasize its limits.

The originality of this study lies in studying co-creation in the context of the health-care service sector, among health-care professionals and from a B2B perspective. Adopting an inter-organizational frame, this study clarifies the positive and negative effects of co-creation from both personal and organizational aspects.

Technology-enabled business-to-business (B2B) services contribute the largest share to GDP growth and are fundamental for an economy’s value creation. This article aims to identify key service- and digital technology-driven B2B innovation modes and proposes a research agenda for further exploration.

This conceptual paper adopts a techno-demarcation view on service innovation, encompassing three core dimensions: service offering (the service product, or the “what”), service process (the “how”) and service ecosystem (the “who/for whom”). It delineates the implications of three digital technologies – the internet-of-things (IoT), intelligent automation (IA) and digital platforms – for service innovation across these core dimensions in B2B markets.

Digital technology has immense potential ramifications for value creation by reshaping all three core dimensions of service innovation. Specifically, IoT can transform physical resources into reconfigurable service products, IA can augment and automate a rapidly expanding array of service processes, while digital platforms provide the technical and organizational infrastructure for the integration of resources and stakeholders within service ecosystems.

This study suggests an agenda with six themes for further research, each linked to one or more of the three service innovation dimensions. They are (1) new recurring revenue models, (2) service innovation in the metaverse, (3) scaling up service innovations, (4) ecosystem innovations, (5) power dependency and lock-in effects and (6) security and responsibility in digital domains.

Digital ecosystemic business environments challenge dyadic approaches to value creation and particularly to business-to-business (B2B) sales. This paper aims to offer a novel conceptualization of the connection between value creation and B2B sales, which indicates practical implications and builds an agenda for future research.

This conceptual paper integrates theoretical insights on service-dominant logic, service ecosystems, interactional value co-creation and B2B sales. This paper uses anecdotal evidence from the field of B2B sales to illustrate theoretical concepts developed in the paper.

The paper develops the concept of value idea emergence (VIE), the process through which B2B entities become aware of a pursuable benefit. The paper further proposes that value (co-)creation in ecosystems happens through VIE’s intertwinement with the process of value proposition creation, a process, which includes all activities needed to bring a value proposition to a customer. The paper then discusses the role of B2B in these processes and proposes an agenda for future research.

The novel conceptualizations of value (co-)creation can help B2B sales managers to understand the ecosystemic nature of the interactions that affect sales and value creation in the current business environment.

The paper contributes to the literature on B2B sales and value creation by proposing a novel concept of VIE, introducing a conceptual model of interactive value (co-)creation in ecosystems and reformulating the role of B2B sales in value creation. These theory-developing insights can be used to guide both academic and managerial attention to interactions happening in the ecosystem outside of the buyer-seller dyad.

The unprecedented changes in the marketplace induced by the COVID-19 pandemic and the resultant accelerated corporate migration to virtual ecosystems have added several unique research opportunities and theoretical gaps, especially in business-to-business (B2B) small- and medium-sized enterprises (SME) markets in the service sector. Particularly, customer interactions in B2B services that were once sustained by the “people mix” now demand a huge overhaul in light of the “new normal” restrictions. Hence, the purpose of this study is to explore how B2B service firms can engender firm value through virtual customer interactions during and in the post-COVID-19 era from an SME’s perspective.

This study adopts an exploratory qualitative inquiry to contribute to this discourse by proposing a conceptual framework based on prior literature and relevant theoretical frameworks, as well as qualitative interviews with SME managers, CEOs and/or owner-managers.

The qualitative findings reveal organizational preparedness, empathy, digital content and trust as key enablers of effective B2B virtual interaction that enhances cocreated value, thereby augmenting firm value. This study offers a much-needed examination of virtual interaction in B2B contexts and proposes a business customer virtual interaction model.

The exploratory nature of this study is one limitation, and future studies with a bigger representative sample size that uses survey or experimental data drawn from large enterprises might add value to the current findings. Also, while this study is conducted in dynamic markets due to the COVID-19 crisis, future research must examine the customer/firm’s experiences in other forms of crises-led market ecosystems.

B2B service firms must be strongly inclined to continuously take steps to develop and maintain virtual interaction with customers. Proactive efforts to familiarize internal and external stakeholders with virtual interaction platforms are a crucial step for effective customer engagement. The effectiveness of B2B virtual interactions can be strengthened through digital content that elicits trust and exhibits empathy, especially in crises led-markets. Also, the value created for the firm must be redeployed strategically to sustain positive customer engagement behaviors that continue to deliver value to the firm and the customer.

This paper contributes to the increasing B2B customer engagement literature by exploring the ongoing dialogue on how B2B firms can strive and succeed in the post-COVID-19 era or related crises-led market ecosystems through enhanced virtual B2B customer interaction efforts.