Customers becoming creators: how firms leverage technology and consumers for new value. Issue 4 (16th July 2018)

• Record Type: Journal Article
• Authors: Dal Zotto, Pierre; Colombero, Sylvain; Pigni, Federico; Haggège, Meyer
• Is Part Of: Journal of business strategy. Volume 39:Issue 4(2018)
• Page Start: 42
• Page End: 65
• Publication Date: 2018-07-16
• Subjects: Value co-creation -- Digital strategy -- IT value -- Digital economy -- Consumer work -- Strategic initiative; Business planning -- Periodicals; 658.4005
• DOI: 10.1108/JBS-06-2017-0087
• Languages: English
• ISSNs: 0275-6668

Abstract

Abstract : Purpose: The rapid development of information and communication technologies (ICTs) has facilitated consumers' involvement in firms' value creation processes through increasingly near real-time information exchanges. This strategic opportunity configures new forms of ICT-enabled collaboration between firms and consumers. Firms can now immediately react to consumers' requests/complaints, having gained real-time visibility of consumers' actions and behaviors. Despite the increasing deployment of ICT-enabled value co-creation projects, managers still poorly apprehend them as high-potential strategic initiatives. Design/methodology/approach: This paper investigates this gap through a multiple qualitative case study based on 17 organizations that successfully implement ICT-based value co-creation initiatives, including Lego, Netflix and Blablacar. Findings: This study identifies two dimensions of the ICTs' value co-creation process, namely, the firms' involvement and customers' role, in this co-creation process. Through these dimensions, four ICT-based co-creation initiatives are observed and defined: community, customers' contributions create the firms' value proposition (FVP); customization, customers' service consumption personalize FVP; reputation, customers' contributions about the offered services completes the FVP; and sense, an algorithmic approach, designed to focus on learning from customers' consumption tailors FVP. Originality/value: This study advances a framework supporting managerial decision-making concerning the aptitude of co-creation initiatives to meet organizational goals. Managers may gain insight from its use especially in assessing emerging opportunities to engage consumers in the value creation process.