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Scholars have affirmed that a conceptualization of value co-creation in business relationships should reflect the nature and characteristics of interactional processes that occur in use. The advent of sales and marketing technologies, however, is changing the nature and dynamics of interactions. New trends in digitalization have played a significant role in emphasizing and facilitating the occurrence of business-to- business (B2B) collaborative or sharing economy. The B2B sharing economy and value co-creation are closely intertwined, as businesses harness the power of shared resources and collaboration to generate value in diverse ways. This study highlights the importance of going beyond value co-creation in studying B2B collaborative economy, unpacking the interconnected value processes that influence value co-creation. It also aims at showing the activities that characterize multiple joint value spheres among actors.

The study consists of 49 qualitative interviews with managers operating in different industries.

The paper shows that when considering digital B2B contexts, five joint value spheres in business relationships should be considered: a value co-creation, a value appropriation, a value communication, a value measurement and a value representation sphere. Each one is characterized by specific activities that are relevant from a managerial point of view.

This study highlights that value co-creation has often been over stressed when discussing business interactions, also with the advent of new technologies. Rather, this study offers a more comprehensive view of value co-creation that includes different value processes occurring in joint value spheres. These further processes are relevant because failure and success in business relationships within the B2B sharing economy are often dependent from activities outside the value co-creation process, which strongly affect it. Such knowledge will also open up new research venues and opportunities to better contribute to the practice of value management in business relationships.

The paper aims to provide a decision-support model to ensure a proper use of the limited resources, financial and not, for the enhancement of the cultural heritage and comprehensive development of small towns from sustainable perspective.

The assessment model is set up using a multi-criteria method that combines elements of linear planning with a performance indicators system that may represent the complexity of the territory’s cultural identity as a result of existing cultural-historical assets.

The model reliability is tested in a case study in a Municipality in southern Italy. The case study’s findings highlight the advantages for the public/private operators, who can consciously choose which preservation and restoration projects to fund while taking into account the effects those decisions will have on the economic, social and environmental context of reference.

Due to the suggested operational approach and the selection of variables for accounting economic, social and environmental impacts by the renewal project, the research findings may not be generalizable. Therefore, it is recommended that researchers look into the suggested theories in more detail.

The study offers implications for designing a user-friendly tool to help decision-making processes from a private–public viewpoint in a reasonable allocation of financial resources among investments for cultural property asset enhancement.

The suggested operational approach provides a reliable information apparatus to depict the decision-making process under small-town development in accordance with sustainability dimensions.

This chapter draws upon our experiences of using materials in research interviews. We build on the work of Woodward (2016, 2020) by reflexively exploring how our use of material objects; in this case, Lego enabled both participants and researchers to connect more fully with the entrepreneurial phenomena under investigation (Williams et al., 2021). In doing so, we unpack how our use of objects reveals the research interview as a more complex phenomenon than is typically represented (Gubrium et al., 2012).

The study aims to investigate the impact of technological innovation, such as blockchain, in the music field from a value co-creation perspective, highlighting how it is determining a radical change in the business model and value creation process.

To shed light on how blockchain adoption is reconfiguring the music industry, the authors adopted a qualitative-based approach based on a case study, allowing us to investigate value co-creation at three levels (macro, meso and micro) through exchange and integration of multi-actor resources.

The authors found that blockchain adoption in the music industry can singularly shape the business model, representing a powerful tool to enhance inter-organizational cooperation in value creation. It effectively deals with operational and business issues, besides financial transactions, profoundly impacting both the creation and distribution of value within the supply chain.

The research contributes to a better understanding of innovation adoption in a specific setting, the music industry, giving support and guidance for players working in this ecosystem. The blockchain-music link helps close the gap between music and society through technology, thus providing a foundation for future research.

The paper provides new insights into the antecedents and mechanisms of value co-creation, spanning macro-, meso-, and micro-levels of context. It also illustrates the factors underpinning Bitsong viability to embed the value co-creation perspective in designing the business model within a value network.

The purpose of this study is to analyse the brand communication on social media (SM) made by two- and three-starred restaurants and the customer reaction in terms of engagement effects during a crisis. The research highlights the connections between brand communication and engagement dynamics on Instagram by looking for differences in the strategies of two and three-starred restaurants and by highlighting the changes in the background engagement drivers.

Using data collected from 5,666 Instagram posts by 34 Italian Michelin-starred restaurants, the authors analysed the crisis-driven changes in online communication and customer engagement comparing three phases of the COVID-19 pandemic by applying a linear regression model with fixed effects.

Michelin-starred restaurants changed their strategies of brand communication to overcome the effects of the crisis. The findings highlight the importance of SM as a tool to stay in touch with consumers and the pivotal role of customers in engagement, especially during a pandemic.

To the best of the authors’ knowledge, this is among the first studies to investigate the changes in brand communication and the effects on customer engagement during a pandemic, with a focus on Instagram. It contributes to understanding the role of platform and the main drivers of engagement on Instagram, as well as suggesting how managers can improve brand value using SM.

The current scenario is dominated by an urgent need for economic recovery caused by the global health emergency that has been at work since January 2020. Digital transformation plays a crucial role in bringing about this recovery. However, the failure rate of digital transformation projects over the last 10 years is very high. Considering the growing demand for digital transformation from businesses, the digital transformation failure rate, if unchanged, could lead to an exponential growth in technical debt. Technical debt is acquired when the digital transformation to be deployed at a business fails. The accumulation of technical debt will lead not only to economic stalemate but possibly also to yet another setback.

The developed set of methodologies form what has been termed the Digital Transformation Governance Engineering Process (DTGEP). This process can help any business wishing to undertake a digital transformation project to materialize their project in a sustainable, productive and competitive way.

DTGEP prevents the generation of technical debt because organizational knowledge is aligned with the technological solution that best suits the needs of each business in order to support its strategic or business objectives.

DTGEP has already been used to successfully discover the relationship between business features and the prospective digital transformation. However, it needs to be applied in case studies on many other businesses across the economy in order to gather more accurate information that could be clustered by sectors.

DTGEP was tested on a set of 25 projects, and this paper reports several interesting findings regarding its use, like the impact of the digital transformation on different parts of the business model canvas (BMC) and the intellectual capital of the organization developing the digital transformation, and how the status of the organization's intangible assets affects the decision-making process with respect to the prospective digital transformation.

The purpose of this study is to analyze the effect of wine tourism on the economic, social and environmental performance, i.e. the sustainable performance, of Spanish wineries. In addition, age, size and membership in the protected designation of origin are introduced as control variables to increase the precision of the cause-effect relationships analyzed.

A conceptual model is proposed, which is tested by means of structural equation modeling based on data from a survey of 202 Spanish wineries.

The results indicate the existence of a positive and significant link between wine tourism activities and the three performance typologies analyzed in the Spanish wine context.

The study contributes to the academic literature on wine tourism in a remarkable way, as, to the best of the authors’ knowledge, there is no previous literature that has addressed the effect of wine tourism on the sustainable performance of Spanish wineries, making the study useful for both academics and wine professionals who are considering the implementation or development of this typology of tourism in their facilities.

As fertile soil for product promotion, online interest communities have gradually come into brands' view. However, existing research does not clarify whether brand engagement in consumer interaction is beneficial to the development of online interest communities. This study attempts to investigate the effects of brand engagement on the online interest community operation.

The authors propose a model that delineated the influence of brand engagement on consumers' citizenship behavior in the online interest community from the commitment-trust perspective. Scenario-based experiments were conducted and 536 data were collected by simple random sampling.

Results shows that a stronger perception of brand engagement has a positive influence on the relationship (trust and commitment) between the community and its users, which further influences online community citizenship behavior (feedback, advocacy and tolerance) of both posters and lurkers, especially for the posters. Although relationships are more complex, brand engagement activates the development of online interest communities to some extent.

This original study contributes to the commitment-trust theory by examining the impact of brand engagement on citizenship behavior via community commitment and trust in the online interest community context. In addition, this study compares the moderating effect of posters vs lurkers on the relationship between brand engagement and citizenship behavior in the online interest community.