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This chapter concludes the book on cross-innovation between audiovisual media industries and three other sectors – education, health care and tourism. It emphasises, first, the importance of platformisation as a socio-economic and technological process in framing all cross-innovation processes. It highlights how the rather full platformisation of tourism has negatively affected the interest of the tourism industry small and medium-sized enterprises to cooperate with local media and gaming industries in search of new solutions. Relatedly it proposes a generic conflict between platformisation of specific fields and the health of thematic local cross-innovation systems involving media and creative sectors. It then discusses that the inherent fragmentation of the health and education sectors has not allowed their international platformisation, but constitutes challenges to innovators interested in international scalability. It also discusses the reasons why two publicly coordinated cross-innovation processes – one involving the use of virtual reality in health care and another using augmented reality – have given different results – one a relative success and the other not as of yet. At the end of the chapter final definitions of cross-innovation are offered and the operationalisation of the term and the associated conceptual approach are assessed.

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.

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.

This paper aims to present a conceptual framework for the emerging field of green energy platform economics.

The authors develop a conceptual framework based on a careful review of the existing literature, and research into the current provider landscape and insights from academic and industry experts. The authors also examine the implications for the energy sector’s value chain and derive a research agenda based on those areas where research still needs to be pursued.

The framework combines the spatial characteristics of platform models (residential/mobile) with the different types of platform business model (B2C/C2C/C2Grid). Using this framework, the authors illustrate how green energy platforms can fundamentally disrupt the conventional electricity value chain by enabling prosumers to market their assets, creating new arenas for trading and collaboration, and by increasing transparency and competition in the sector. The authors also identify areas where more research is required, particularly empirical studies into energy forms other than electricity and analyses of currently underrepresented aspects such as user interfaces and social interactions.

Green energy platforms have the potential to contribute meaningfully to the energy sector’s decarbonization, digitalization and decentralization, and hence to the deceleration of climate change.

This paper is among the first to provide a holistic perspective on platformization in the energy sector. It also offers a new perspective on platform economics in general that is based on the unique characteristics of energy as an economic good (intangibility, homogeneity, credence good).

The chapter concludes the section on cross-innovation and convergence processes between audiovisual media industries and the education sector. It addresses, first, that these processes are not driven by any specific technology, but by two broad and interdependent processes – individualisation that makes people in insecure careers search for personalised learning opportunities and the experience economy that produces expectations for learning experiences to be pleasurable and fun, that is, gamified. The chapter demonstrates the emergence of EdTech as a new dialogic subsector operating between the publicly operating education sector and the private media and information and communication technology industries. It demonstrates the inherent institutional diversity in and around this subsector and discusses the nature of the dialogues constituting it. It, lastly, addresses the risks deriving from global platformisation to the education sector and demonstrates how Estonia’s government-run platforms, effectively cross-innovation systems linking teachers, learners and content providers in dynamic ways, could present feasible alternatives to the global platforms.

This chapter concludes the section on cross-innovation practices between audiovisual (AV) media industries and the health care sector. It suggests that the main case studies discussed in this section – Estonia in general and Aarhus Region in Denmark – tell of two different trajectories on how the emergence of cross-innovation systems can be facilitated by policies. Local policymakers in Aarhus have worked systematically to raise awareness and facilitate contacts between AV media and other sectors and this has resulted in an active start-up scene at the intersection between the media and the health care industries. Estonia, which is focusing on traditional cultural policymaking, has not recognised similar dynamics. Yet, Estonia may be still better prepared for the (global) platformisation of e-health services with its national e-governance systems, while Denmark’s health-related e-services remain fragmented and ripe for platformisation by multinationals, potentially undermining local cross-innovation systems.

This chapter summarises all the results of the section that studied cross-innovation processes between audiovisual media and tourism sectors. It relies first on the review of existing forms of cooperation and cross-innovation between sectors. Second, on the meso-level analysis of structural aspects that shape innovation processes in these sectors. Third, on a micro-level ethnography of a start-up company innovating at the intersections between the film and tourism industries. We learn that there are two core ‘rules’ that motivate sectoral cooperation – first, the broader platformisation of tourism and second, the emergence of augmented reality as a technique to augment experiences at locations. Regarding the second rule especially, we learned that the main innovator and innovation motivator in this area is currently the public sector, driven also by cultural policy goals. But local tourism sector small and medium-sized enterprises appear to not be particularly driven by innovation-orientated cooperation with other sectors.

The chapter takes a micro-level view to investigate cross-innovation between the audiovisual media and tourism sectors. It provides a narrativised account of the creation and development of two location-based film tourism apps, one developed in Hamburg, Germany and another in Malmö, Sweden. In doing so, it aims to elucidate the dynamics of innovation at the boundaries of industries, as experienced by individuals and small groups engaged in the process. The conclusion of the chapter focuses on the broader issue of the relative slowness of innovation in the tourism industry, as well as the shortage of private sector-driven initiatives that address this issue. It also touches upon the critical issue of the platformisation of tourism industries and its potential effects on cross-innovation.

The chapter discusses the characteristics of audiovisual (AV) media sectors in the Baltic Sea region. Therein it focuses on the specifics of media industries in small countries in the region as they are challenged in ways notably different from large countries with large domestic markets for media content. It discusses the differences between the AV media industries in the Nordic and Baltic countries and suggests that while in the first case long-term welfare society policies and conscious policy-driven system building have conditioned growth and international success then also in the second case innovation policy rationales have facilitated recent growth and dynamics. It then discusses the specific challenges, especially platformisation to small media industries in contemporary globalising media markets, and suggests that opportunities to resist these challenges may be in local inter-sectoral cooperation, that is, in building cross-innovation systems.

The purpose of this paper is twofold: first, to further develop Paul Edwards’ concept of “data friction” by examining the socio-material forces that are shaping data movements in the cases of research data and online communications data, second, to articulate a politics of data friction, identifying the interrelated infrastructural, socio-cultural and regulatory dynamics of data friction, and how these are contributing to the constitution of social relations.

The paper develops a hermeneutic review of the literature on socio-material factors influencing the movement of digital data between social actors in the cases of research data sharing and online communications data. Parallels between the two cases are identified and used to further develop understanding of the politics of “data friction” beyond the concept’s current usage within the Science Studies literature.

A number of overarching parallels are identified relating to the ways in which new data flows and the frictions that shape them bring social actors into new forms of relation with one another, the platformisation of infrastructures for data circulation, and state action to influence the dynamics of data movement. Moments and sites of “data friction” are identified as deeply political – resulting from the collective decisions of human actors who experience significantly different levels of empowerment with regard to shaping the overall outcome.

The paper further develops Paul Edwards’ concept of “data friction” beyond its current application in Science Studies. Analysis of the broader dynamics of data friction across different cases identifies a number of parallels that require further empirical examination and theorisation.

The observation that sites of data friction are deeply political has significant implications for all engaged in the practice and management of digital data production, circulation and use.

It is argued that the concept of “data friction” can help social actors identify, examine and act upon some of the complex socio-material dynamics shaping emergent data movements across a variety of domains, and inform deliberation at all levels – from everyday practice to international regulation – about how such frictions can be collectively shaped towards the creation of more equitable and just societies.

The paper makes an original contribution to the literature on friction in the dynamics of digital data movement, arguing that in many cases data friction may be something to enable and foster, rather than overcome. It also brings together literature from diverse disciplinary fields to examine these frictional dynamics within two cases that have not previously been examined in relation to one another.

This study aims to investigate the new connotations, key antecedents, outcomes and contingency factors of value-based selling (VBS) in the context of business to business (B2B) industrial marketing.

This study develops a comprehensive conceptual framework of VBS by analyzing and synthesizing the existing literature on VBS and associated solutions.

The paper describes the research streams of VBS; proposes a comprehensive conceptual framework consisting of the factors influencing VBS at the organizational, individual, customer and environmental levels, together with 12 research propositions; and provides an agenda for future research.

The paper is conceptual; empirical studies are required for examining the suggested propositions and agenda.

VBS is a process-oriented sales approach that involves multiple value creation and plays a crucial role in industrial solution selling. The successful implementation of VBS depends on the micro-foundations of an organization’s dynamic capabilities and considers the influence of individual, customer and environmental factors.

To the best of the authors’ knowledge, this study is the first to introduce value co-creation and dynamic capability theory into VBS research in the context of industrial marketing. It discusses the antecedents, outcomes and contingency factors of VBS in detail in the form of a comprehensive research framework and proposes a future research agenda. These discussions expand the theoretical research on VBS and provide useful implications for B2B marketing practice.