Value co-creation in the B2B context: a conceptual framework and its implications. Issue 3 (12th March 2022)

• Record Type: Journal Article
• Authors: Pathak, Buddhi; Ashok, Mona; Leng Tan, Yin
• Is Part Of: Service industries journal. Volume 42:Issue 3/4(2022)
• Page Start: 178
• Page End: 205
• Publication Date: 2022-03-12
• Subjects: Value co-creation -- B2B -- Customer-Organisation-Technology-Environment (C-O-T-E) framework -- Co-conception for competition -- Competitive advantage‌; 價值共創、企業對企業(B2B)、客戶-組織-技術-環境（C-O-T-E）理論框架、共同競爭構想; Service industries -- Periodicals; Service industries -- Great Britain -- Periodicals; 338.4
• DOI: 10.1080/02642069.2021.1989414
• Languages: English
• ISSNs: 0264-2069

Abstract

ABSTRACT: This study aims to bring a renewed focus on Value Co-Creation (VCC) between an organisation (service provider) and its customers in the business-to-business (B2B) context. From the literature review, a conceptual framework of factors affecting VCC was developed by adding Customer to the Technology-Organisation-Environment framework (T-O-E). The enhanced Customer-Organisation-Technology-Environment (C-O-T-E) framework was empirically investigated from the focal firms' perspectives using semi-structured interviews with seventeen executives from knowledge-intensive service organisations. The research captured a total of sixteen factors affecting VCC and highlighted co-conception for competition as a new form of co-creation, where the customer-service provider's long-term relationship positively enables a competitive strategy. These findings have significant implications for how service providers achieve competitive advantage in a challenging B2B marketplace.