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This article introduces the concept of a industry phase change. Phase-changes are historical transitions, ones that create a new industry and consumer ecosystem. They are not merely disruptive technologies.

A phase-change is marked by a complex transformation in human behavior produced by a new way to satisfy consumption needs. The Kodak case is described.

A current phase-change sweeping many business sectors is driven by the growing search for competitive advantage through connected ecosystems of stakeholders that co-create value – customers, innovators, partners and communities.

Co-creative ecosystems are a phase-change that requires a new set of executive and management skills, a different culture, a new approach to information, as well as new forms of leadership.

Explains the success factors of the four major types of modern ecosystems: scale ecosystems; creative commons/open source ecosystems; customer ecosystems; and systemic ecosystems. Shows how Kodak was disrupted by its lack of understanding of ecosystems management.

Covid has increased the usage of multisided digital platforms. For companies, this has become a business opportunity. Data usage on platforms requires that platform companies co-create services for common customers. In this case, the target is not to make the same value proposition but rather to use the resources such as data, knowledge, technology, or institutions in a complementary manner. Platforms are characterized as a combination of hardware and software including standards, interfaces, and rules making it possible for different ecosystem players to complement and interact in the ecosystem. Current ecosystems include several platforms that do not work without resource integration. The purpose of this study is to increase understanding what do we mean by resource complementarity in service ecosystems.

This study was done via an in-depth qualitative case study in which a health service ecosystem co-creating technological surgery innovation was used as a unit of analysis.

The authors’ findings suggest that key resource capabilities, to enable complementarity in service ecosystems, are motivation, knowledge, skills, data and complementary designed technology components.

The authors’ study increases theoretical understanding of what does one mean by construct of resource complementarity.

From a managerial perspective, it is shown that organizations need to develop adaptive capabilities to utilize internal and external competencies and resources and enable co-creative processes within the service ecosystem.

Very few empirical studies in the marketing literature have focused on multi-sided digital platforms and their resource complementarity in the data-driven healthcare ecosystem settings.

Online information research on hotels is gradually emerging as a key area of research with the increasing use of social media as a platform for co-creative service innovation (CCSI). The purpose of this paper is to examine the relationships between the key drivers of co-creation intention in the social media context. Understanding relationships between key drivers of customers’ co-creation intention will prove valuable in advancing current knowledge about service innovation using social media. The key drivers examined in this study are – customer innovativeness, attitude toward CCSI on social media, subjective norms and perceived behavioral control. This knowledge will be of considerable value for its practical application in the hotel industry.

Data were collected from 346 hotel guests using survey method. Structural equation modeling with a bootstrapping estimation was used to analyze the data.

The results show that customer innovativeness, attitude toward CCSI on social media, subjective norm and perceived behavioral control positively influence both co-creation and adoption intention. Further, it was also found that co-creation intention mediates the relationship between its two driving factors, namely, customer innovativeness, attitude toward CCSI in social media and adoption intention.

The findings provide theoretical implications for hospitality discipline. The findings also provide various strategies hospitality firms can use to co-create service innovation through the effective use of social media.

The relationships examined in the present study have not been tested previously; this is the first attempt of the kind. Thus, the associations established in this study form an important contribution to the existing body of knowledge in co-creation, service innovation and social media literature.

The purpose of this paper is to investigate the role of patient loyalty programs in healthcare environment, generally considered as a way to engage patients and potentially increase the perception of service quality of healthcare systems, but not systematically analyzed at the state of the art.

The Service Dominant logic and, in particular, the service ecosystem construct are adopted and integrated with relevant literature references and empirical studies on a sample of patients. Loyalty programs are interpreted as institutions coordinating actors of the healthcare service ecosystem.

A conceptual model linking loyalty programs to patients and healthcare providers’ co-creation practices, engagement, satisfaction, trust, and perception of service quality is build and explained based on literature and a case study, finding that loyalty programs can strengthen the adaptability and the well-being of a healthcare service ecosystem.

This contribution can have a significant impact on the design of new and the evolution of current healthcare service ecosystem, providing interesting insights to practitioners on the topic of loyalty programs, both for their development and their benefits.

The paper revised previous healthcare service ecosystems and highlights the role of the loyalty program institution at each level and between levels of the ecosystem.

Leading businesses are learning how to use the engagement experiences of individuals and communities as the new basis of their value creation for customers. This paper aims to look at this issue.

To initiate and implement this co‐creation model, especially in established organizations, the paper proposes adopting a new mindset.

The paper finds that once leaders recognize the “interactions among individuals everywhere in the system” as the new locus of value creation, it stands to reason that organizations must be designed to function around them.

In the co‐creation paradigm, value is a function of experiences other than the product itself, such as web platforms and environments for consumer interactions with the product and with a community of other users. Intuit's www.intuitlabs.com is another good illustration; there, Intuit's internal engineers get a fast, direct connection to customers, and the community of customers connects to the “makers” of Intuits offerings.

Becoming a co‐creative organization is impossible without the active involvement of managers at all levels and every employee who interacts with customers – from the call center operator to the service mechanic, from the sales representative to the logistics manager, from the software engineer to the product developer.

This paper aims to examine the origins of value co-creation (VCC) knowledge streams, vis-a-vis their progression over the past 18 years. The study explores how knowledge of this discipline emerged across the tripartite strategic paradigms of business transformation.

Co-citation analysis (CCA) and co-word analysis (CWA) are used as bibliometric techniques, for which, a group of articles is retrieved using Scopus’s usual keyword-based search. The initial collection consists of 3,431 research articles published in business and management publications. By explaining the article clusters generated through CCA and keyword connections generated through CWA, the findings outline the origins and development of VCC research. A CWA-based chronological study adds further insights to the development of VCC research themes.

The results depict that VCC research has grown multifold in the past 18 years, whereby it has shifted its attention from a dyadic interaction approach to a multistakeholder ecosystem-based approach detailing the phenomenological instances of resource integration and institutional processes. Notably, extant research in this field has grown at a much faster rate since 2008. In fact, a stronger concentration of research emerged in the experience domain, particularly in terms of hedonic services. Development of engagement platforms has been driven by research into technologies such as IoT and artificial intelligence.

The theoretical framework of the VCC paradigm is used to describe the aggregation of co-creation research around the three strategic pillars. This framework is useful for business strategy and to track VCC research over time.

This work identifies the practices and strategies of VCC at three different levels: capacity, platform and experience. The study offers insights into a variety of co-creation practices at their respective levels, incorporating micro-level dyadic interactions and macro-level processes in a service ecosystem.

This study uses different bibliometric methodologies to investigate the development of this scientific field over time. “Document co-citation” analysis, a more preferred bibliometric technique under CCA, is used to construct the cluster of theoretical cores of this area. The results are classified under the strategic framework of the co-creation paradigm (Ramaswamy and Ozcan, 2014).

An increasingly urbanized global population is facing multiple, inter-related and inter-connected challenges. By applying the so-called Living Lab concept, the authors open up innovation processes through online and offline collaborations between urban policymakers, non-profit organizations, citizens and other stakeholder groups. However, much of the current research being conducted on Living Labs is lacking in empirically tested methodologies for the co-creation of sustainable urban innovations in defined contexts. This research is intended to fill this gap by presenting a systemic approach to digital co-creation processes in Living Labs. The purpose of this paper is to present the first evaluation results of European Living Labs by applying the new developed digital co-creation monitoring technique.

By emphasizing the interplay between places, technology and people, the Digital Co-Creation Index (DCCI) calculation methodology provides a systemic understanding of the basic factors shaping the co-creative processes in Living Labs. DCCI has been used to evaluate such labs in four different European cities: Aukštamiestis in Vilnius, Lithuania; Alvalade in Lisbon, Portugal; Città Studi in Milano, Italy and Zuid Park in Ghent, Belgium. The empirical data for assessment and index calculation were collected by using a mixed-method approach (i.e. qualitative and quantitative analysis).

While the findings are complex and varied, the case studies in this paper share several characteristics and patterns – the attractiveness of physical spaces, opportunities for experimentation, the density and diversity of stakeholders involved and the emergence of creative communities that co-design novel initiatives. The results show that digital technologies are underused in the evaluated Living Labs.

The results are limited to a comparison of the European Living Labs in the research sample. In the absence of an index that was obtained, designed and tested in other territorial contexts, the comparative value of the outcomes of this research can be established between only four case studies. The authors anticipate that the implementation of the C3Places project and other research activities will yield even more scientific results. The findings and their implications should be discussed and tested in the broadest context possible. By focusing on creative synergy between places, technology and people, this paper presents a unified and empirically validated systemic approach to assessing digital co-creation efforts in urban planning.

Unlike previous research, this paper presents a unified and empirically based approach to assessing digital co-creation efforts in urban planning by emphasizing interplay between place, technology and people.

Despite the increasing prominence of value co-creation (VCC) in extant research, the area of customer co-creation is in its infancy and many aspects are not well-understood. This paper aims to important work from the individual psychology literature with the concept of VCC and offers empirical evidence to untested theoretical claims regarding the role of the individual in VCC.

The investigation begins with reviews of the literature of individual psychology and VCC to compare the concepts they use to explain the role of the individual in co-creation. The results of the theoretical development are empirically derived using a multiple vignette-based study to examine relationships between individual characteristics and the activity of VCC.

The authors find a positive effect of a customer’s prosocial orientation, perspective taking and involvement on VCC. However, a customer’s extraversion does not affect the degree of VCC. The desire-to-participate mediates these relationships.

This study offers a foundation for some of the central claims about VCC and encourages a precise understanding of the impact of individual customer psychology in value co-creation with firms. Implications for the service-dominant logic of marketing and core work in psychology are discussed.

Managers seeking to design co-creative ecosystems need to know about the individuals they are co-creating with. In this research, the authors clearly exemplify how managers can use in practice a theoretical understanding of individuals to better direct the activity of VCC.

This paper provides both new theoretical knowledge from the parallel literature review and exciting empirical results from the authors’ investigation into phenomenological claims regarding VCC.

In this interview with Prof. Venkat Ramaswamy, Strategy & Leadership reviews the way the concept of co-creation of value with customers is being implemented on its tenth anniversary. Prof. Ramaswamy explains the basic elements of the co-creation playbook.

Based on his research with companies pioneering innovation co-creation with customers, Prof. Ramaswamy offers insights for executives into what makes this perspective different and powerful.

Prof. Ramaswamy discusses the guiding principle underlying the transformation of enterprises towards co-creation: how to engage people to create valuable experiences together while enhancing network economics.

In designing and managing a co-creation platform, ask, how accessible is it to consumers or any other key stakeholders; how well does it facilitate dialogue among them; how transparent is this interaction to all, which helps to build trust and attract even more participants; and how well does it enable the reflexive leveraging of the innovation and learning generated to enhance the value of the platform?

Senior executives need to know how co-creation engagement platforms can also be used to generate ideas for continuously improving products and services through the lens of customer experiences.