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The paper starts from an observation of a discrepancy between the ambitions for sustainable change in the agro-industry and the actual changes being implemented. We offer one possible explanation by investigating the organizational structures conditioning change in this industry.

We apply a case study methodology, focusing on the Danish pig industry and its organizational conditions for change. Based on interviews and document analysis, and building on systems theory, we develop the concept of change structures, understood as decision premises that guide the change of further decision premises.

The analysis suggests that the pig industry’s change structures predominantly enable changes that cut costs and optimize the production, which may conflict with and possibly foreclose the changes needed to realize the industry’s sustainable ambitions. This conflict and its implications are not acknowledged by the industry.

The analysis indicates that the industry may be locked in its current form of organizational change. We suggest a way to overcome the lock-in by fostering organizational mechanisms that enable alternative interpretations to emerge internally. Without this, achieving the required sustainable change in the industry may hinge on stronger external regulation and support.

Conceptually, the notion of change structures supplements actor-oriented analytical approaches that focus on change agents and sense-making. Empirically, we contribute with an analysis of the conditions of possibility for sustainable change in an important yet understudied industry in organization studies; namely, the conventional agro-industry.

The aim of this study is to examine the relationships among hotel employees’ creative self-efficacy, co-creation and new service development moderated by collective efficacy in the context of social exchange theory (SET).

Data were collected by using questionnaire from the frontline employees working in hotels in Pakistan. A total of 220 employees participated in the survey. Structural equation modeling has been used.

Results show that employees’ creative self-efficacy enhances co-creation and helps in new services development. Moreover, collective efficacy moderates the relationship between individual employees’ creative self-efficacy and co-creation.

Hotel managers should focus on building employees' self-efficacy beliefs to enhance their motivation and performance in new service development. Moreover, they should establish platforms for co-creation with customers, involving them in idea generation, feedback and testing, to ensure new services meet customer needs and increase their adoption.

Earlier literature has examined the co-creation and new service development from various perspectives, largely ignoring the social exchange theory. This is the pioneering study that examines these relationships through the lens of social exchange theory. Moreover, most of the literature has analyzed the co-creation separately, i.e. either employees’ co-creation or customers’ co-creation. To understand the phenomenon of co-creation in depth it is believed that co-creation should be analyzed from both these aspects. Therefore, this study examined this phenomenon by including employees’ as well as customers’ co-creation for better understanding. Moreover, the group influence is examined in explaining the new service development through collective efficacy. Therefore, this study is unique in explaining the co-creation and new service development from various angles.