Social media and value co-creation in multi-stakeholder systems: A resource integration approach

This paper provides a theoretical framework of multi-stakeholder systems to explain value co-creation through the contextual means of actor-to-actor (A2A) interactions. In applying the A2A model, we explicate the resources provided by three actors in particular – customer, firm and social media platform in co-creating value via resource integration. The resources afforded by social media platforms positions these actors as “systems resource integrators” in both B2B (business-to-business) and B2C (business-to-consumer) contexts. The role of social media platforms as systems resource integrators is to provide a technological platform that exposes its modular resources to facilitate higher order resource formations through the active participation of non-intermediary actors (i.e. customers and firms); which otherwise limits the ability of firms and customers to realize their optimal value co-creation potential.Six propositions are derived from the conceptual framework provided in this paper. Through the higher order resource formation analogy underpinning the discussion in this paper, we argue the significance of understanding the qualities of social media resources for managers to facilitate more efficient resource configurations in the creation, transformation and renewal of resources via resource integration in actor interactions. The paper concludes with the strategic implications of the conceptual framework provided and future research directions.     

Disrupting the Disruptors or Enhancing Them? How Blockchain Reshapes Two-Sided Platforms

The importance of platform-based businesses in the modern economy is growing continuously and becoming increasingly relevant. Specifically, the deployment of digital technologies has enhanced the applicability of two-sided business models, enabling companies to act not just as builders and owners of assets, but also as orchestrators of external resources. Management research has, therefore, focused increasingly on the unique aspects of this model. At the center of a two-sided platform there is a platform provider that enables a transaction between the sides, reducing the relative transaction costs. However, in recent years, a new technology emerged that challenges some of the underlying assumptions of this model: the blockchain. Blockchain enables the creation of a peer-to-peer network that is able to authenticate transactions, upon which applications and services may be built. It allows users to conduct transactions without the need for a central platform. We explore how blockchain technology reshapes two-sided platforms, focusing in particular on the role of the platform provider. The research is based upon multiple case studies, using an inductive approach to explore this emerging phenomenon. Our findings show there is a significant shift in the role of the central player that links the two sides of a transaction using blockchain. We frame this as a shift from a “platform provider” to a “service provider,” leveraging the blockchain as a Platform-as-a-Service. Our work examines the peculiarities of this model, unveiling new dynamics in these businesses. Specifically, we show that different variables must be considered to classify two-sided platforms using blockchain. Furthermore, the essential characteristics of two-sided platforms must also be enlarged. For example, traditional platform theories emphasize the importance of cross-side network externalities in creating value. In blockchain-enabled platforms however, we show the use of “tokens” play a key role in creating different types of externalities between the two sides.     

Actor engagement,value creation and market innovation

We extend the discourse on actor engagement by arguing that the ‘actor’ should be viewed both as a single-actor (humans or machines) and a group of actors (collectives or organizations), and that engagement implies both exchange-based and non-exchange-based resource contributions, which are facilitated by dispositions, formed partly by actor specific characteristics and partly by the institutional and organizational arrangements prevalent in the context in which the resource contributions occur. We further show how the resource contributions, combined with other resources, improve resource density and, thus, drive value creation. This mechanism can be the foundation for ‘economies of actor engagement’; focal actors can achieve increasing returns by mobilizing actor engagement. Building on this, we argue that actor engagement is central for market-shaping strategies that aim for market innovations, which we define as the emergence and institutionalization of resource linkages that improve resource density and, hence, value creation in a market. Finally, we suggest that the dramatic shifts that we see in the operating environment are elevating the role of actor engagement, making the management of actor engagement a strategic priority.     

Customer referencing as business actor engagement behavior – Creating value in and beyond triadic settings

The rising impact of customer engagement is increasingly evident in business markets. This paper studies customer referencing as an important manifestation of engagement behavior in the business-to-business (B2B) context. To extend extant research, which has thus far examined referencing almost exclusively from the seller's viewpoint, we study how referencing affects value creation in business networks. We explore resources contributed and gained though referencing and the resulting value outcomes for the entire reference triad (the seller, the reference customer, and the prospective buyer). Empirically, the paper draws on an extensive field study conducted in knowledge-intensive business service industries. The results explicate how customer referencing affects value creation within and beyond the triad, by i) enhancing or impairing actors' internal processes; ii) strengthening or damaging relationships between the triad actors; and iii) facilitating exchange in their broader business network. The paper contributes to research on customer referencing by explicating its role in value creation on a network level. As one of the first studies on engagement in the B2B context, this paper contributes to the emerging actor engagement research by analyzing how influencing behavior operates in a business network. These insights can help firms to facilitate exchange in complex markets.     

Network orchestration for value platform development

The traditional firm and product-centric view of platforms is changing. Platforms are increasingly developed around value that is co-created with a network of actors. In such settings, lead firms shape their environments and develop value platforms through network orchestration. This study examines how lead firms mobilize network relationships to support and build novel value platforms. The research adopts a multiple case study methodology, investigating the development of six value platforms in network settings within Europe. A large-scale interview program over several years was conducted. The findings unravel practices constituting four overarching network orchestration mechanisms in the value platform development context; envisioning, inducing innovativeness, legitimizing, and adjusting. The study explains the relationships and interplay between the orchestration mechanisms and articulates theoretical and managerial contributions.     

Value co-creation and appropriation of platform-based alliances in cooperative advertising

Digital platforms help develop the open value co-creation strategic alliances, reshape traditional B2B relationships, and promote inclusive social innovation. This research explores the nature of coopetition between the digital platform and its participants. The focus is on how the platform-based alliance balances the contradiction between value creation and appropriation. The support evidence derives from a Stackelberg game in the context of cooperative advertising. Either the platform or the participant supporting advertising in the alliance prompts a Pareto improvement for all players. But the increased profit would be mainly occupied by the dominant platform. The incentive mechanism of profit sharing can promote the alliance to co-create value in a sustainable manner. The game illustrates the significance of cooperative relationships to co-create a larger total value and the existence of an unequal win-win relationship in the strategic alliance. The contradictory logic of cooperation and competition can be accommodated in the platform-based alliance. The dynamic coopetition is involved in a partially convergent interest structure and impacted by power asymmetry. The results highlight the balance between the tensions and harmonies through value creation and appropriation.     

Multi-sided platforms in B2B contexts: The role of affiliation costs and interdependencies in adoption decisions

Multi-sided platforms, enabling interactions between different user sides, hold an important place in the contemporary economy. Current literature, focusing on established and successful platforms, has neglected to study B2B multi-sided platform adoption mechanisms. In this article, we analyze these mechanisms by investigating the case of dematerialization platforms for B2B transactions between the multiple actors involved in public works contracts. Various qualitative materials, including 28 semi-structured interviews, were gathered over a thirty-month period. Adopting a business user perspective, this study contributes to the literature on multi-sided platforms in various ways. We show that platform adoption, in project-based B2B contexts, is mainly constrained by a high level of affiliation costs and the existence of tight-interdependencies between users' activities at project level. Thus, a consecutive adoption path would result in negative cross-group network externalities and undermine the platform's attractiveness. Conversely, a concurrent adoption path would activate positive network externalities and encourage platform adoption decisions.     

A service perspective on business relationships: The value creation, interaction and marketing interface

Adopting a service perspective or logic on business directs suppliers' focus in business relationships towards engaging with their customers' business processes. The purpose of this article is to analyze implications for value creation and marketing of adopting a service logic in business relationships. In the article it is demonstrated that a service perspective is multi-dimensional, enabling the mutual creation of value, with service as a mediating factor in that process. It is argued that value creation, purchasing, usage and marketing are intertwined processes. Here supplier-customer interactions are in a focal position. This perspective enables marketers to better understand how to develop and extend service offerings through assistance to customers' processes relevant to their businesses. Therefore, the underpinning logic of industrial interactions is analyzed in detail, extending marketing's conventional boundaries.     

Creating superior customer value for B2B firms through supplier firm capabilities

In a dynamic global business-to-business (B2B) environment, innovation and marketing appear crucial to providing supplier firms' positional advantage through the ability to create value for customers. Our examination is grounded in seeking to address the research question: To what extent is the creation of superior performance, relationship, and co-creation value driven by market orientation, product innovation and marketing capabilities in B2B firms? The results of a survey of 155 large B2B firms show product innovation capability and marketing capability partially mediates the relationship between a firms' market orientation and its ability to create value (performance and co-creation), except for the role of marketing capability which we found acted as a full mediator of the relationship between market orientation and relationship value.     

Platform configurations for local and private 5G networks in complex industrial multi-stakeholder ecosystems

Data and connectivity platforms play a crucial role in the digitalization of different sectors of our society. In complex industrial multi-stakeholder ecosystem contexts connectivity and data platforms are increasingly becoming converged, and private, vertical-specific local 5G networks are emerging. For this context, we depict and analyze alternative configurations for converging connectivity and data platforms and propose appropriate management actions for combining these platforms and achieving legitimacy. We examine a complex industrial multi-stakeholder ecosystem of a port and observe that in the considered case study, the convergence of connectivity and data platforms enhances digitalization and helps to create shared local information between stakeholders. The research identifies a set of regulatory challenges for local 5G networks in complex industrial multi-stakeholder ecosystems where the telecommunication and information technology-related regulations meet with vertical-specific regulations, leading to a complex environment in which to operate. As highly country-specific, these regulations can open new business opportunities or significantly slow down or even prevent a market opening to local private 5G networks for vertical-specific use.     

Strategic interaction in alliances

Research summary: This article studies strategic interactions between firms that form alliances to exploit synergistic benefits. Firms cooperate to create value, but they can also compete to capture value. Fundamental questions rarely addressed by strategy scholars relate to how the configuration of control over resources influences firms' strategies, the potential for termination, and the emergence of cooperation and trust. The formal results reveal crucial aspects of the interorganizational rent‐generating process and yield testable implications. With greater synergistic benefits, firms invest more, but they also compete more intensively to capture more value. With symmetric control, more value gets created, which limits the potential for termination, but also exacerbates the competition for value; from a relational perspective, this form of control augments the calculative rationale of cooperation and trust . Managerial summary: When forming an alliance to exploit synergies, firms engage in a complicated strategic interaction that is part cooperation and part competition. What happens when partner firms cooperate and invest to create value while competing and using costly adversarial tactics to capture value? The analysis reveals that with greater synergistic benefits, firms invest more in value creation, but the fear of opportunism pushes them to waste more resources on value capture tactics. The balance between value creation and value capture, and the possibility that the alliance is terminated depend on the configuration of control over resources. The analysis further reveals under what conditions there can be trust between the partners, such that they focus on value creation and avoid wasting resources in the competition for value . Copyright © 2016 John Wiley & Sons, Ltd.     

Geographic scope,isolating mechanisms,and value appropriation

Extending extant literature on geographic scope that has primarily focused on its role in value creation, I investigate the value appropriation aspect of geographic scope of knowledge acquisition. I maintain that isolating mechanisms created via geographic scope of knowledge acquisition can help firms prevent competitors from accessing their innovative knowledge and, by doing so, can help firms capture a larger proportion of economic returns from innovation, thus helping them enjoy better financial performance. Mediating and moderating effect analyses with patent‐ and firm‐level data of the semiconductor industry corroborate the value appropriation aspect of geographic scope. Copyright © 2014 John Wiley & Sons, Ltd.     

Communicative skills that support value creation: A study of B2B interactions between customers and customer service representatives

Although interaction has been acknowledged as central in value creation there is still a lack of empirical studies on how value creation is accomplished in practice, and in particular how communicative skills support customers' value creation. The purpose of this paper is therefore to generate a deeper understanding of how customer service representatives' communicative skills in conversations with customers support customers' value creation. We argue that value creating processes correspond to customers' roles as “feelers”, “thinkers” and “doers”. Accordingly, value creation involves three interdependent elements, an emotional, a cognitive and a behavioral. Based on a qualitative research design, drawing on an empirical study of 80 telephone conversations between customers and customer service representatives in a business-to-business context, the paper demonstrates three communicative skills that are essential in supporting customers' value creation: attentiveness, perceptiveness and responsiveness. The findings show how employees, by means of these communicative skills support customers' value creation. Attentiveness supports cognitive elements of the customers' value creating processes, whereas perceptiveness supports value creation in terms of cognitive, behavioral and emotional aspects. Finally, responsiveness supports the customer's cognitive as well as behavioral value creation.     

Sustainable value co-creation in business networks

Even though the Service Dominant Logic (SDL) paradigm has contributed to the conceptualization of “value co-creation”, no academic study has further investigated the role played by sustainability in business-to-business (BtoB) value co-creation.Using case studies, we examine how BtoB companies embrace the concept of sustainability to co-create value. We determine that such a co-creation of value entails a two-stage process: first, suppliers co-create value with their customer's customers or end users by analyzing or co-creating sustainability awareness. Second, by integrating this behavioral knowledge, suppliers co-create with their direct customers, either a sustainable hybrid offering (a service bundled with a product) or an extended sustainable service. Such a service proposition enables suppliers' direct customers to increase performance (sustainability is at the core of value creation) or to integrate sustainability into their supply chain (sustainability is an incremental element of value creation).Our research enriches the SDL paradigm by demonstrating the role of sustainability in reinforcing or extending the service proposition in a value co-creation process that links the supplier and customer networks.     

Value Creation and Value Capture in Open Innovation

Open innovation has attracted a significant amount of attention from scholars and practitioners. Prior research on open innovation has mainly focused on collaborative inventing. However, understanding the processes and outcomes of joint inventing is not sufficient for understanding sustained open‐innovation activities and the competitive advantages of the actors involved in open innovation. Instead, an understanding of value creation and value capture is paramount for advancing our understanding of sustained open‐innovation activities. Open innovation requires collaboration among distributed but interdependent actors who rely on each other’s capabilities for value creation and capture. Value in open innovation is driven not only by actors’ value creation but also by their ability to capture value. While value creation and value capture are discussed in the open‐innovation literature, the advancement of this stream of research is hindered by conceptual ambiguity, especially in relation to the concept of value capture. This article adopts a value perspective on open innovation, offers consistent conceptualizations of value creation and value capture, and outlines potential avenues for further research at the interface of open innovation, value creation, and value capture.     

Service network value co-creation: Defining the roles of the generic actor

The traditional goods dominant logic lexicon assumes pre-specified and static roles of market participants. Fixed roles such as ‘supplier’ and ‘customer’ imply that value creation occurs between two parties (the dyad) and occurs in a specified direction (i.e., from a supplier to a customer). In contrast, service dominant logic suggests that markets are comprised of generic actors engaged in bilateral actor-to-actor exchanges. However, the generic actor concept is not well developed in existing literature. We contribute to the literature by providing a typology of generic actor roles and identifying multiple types of value that may be co-created in a network. To empirically ground the concepts and generate propositions, we follow the development and deployment of a self-service technology, the Green Fingerprint, in the Swedish commercial real estate industry. Within a service network we find that generic actors assume several roles simultaneously, and may perceive multiple forms of co-created value. Theoretically, this paper offers a basis for further study of the generic actor and types of value, as well as an understanding of how network value co-creation emerges and evolves. Managerially, it offers insights into the existing value and co-creation potential of all actors, even those who are currently passive or reject a value proposition.     

The plurality of co-existing business models: Investigating the complexity of value drivers

Business models are key tools to provide a means of operationalizing theories about firm and industry level strategies, and to understand the nature of value drivers and the role of marketing in these processes. In this paper we assess empirical evidence for a plurality of co-existing business models within firms by developing a typology of business models in a single industry, the New Zealand Wine industry. We examine the co-existence of the types of models using in-depth analysis of seven case firms that vary in size and ownership. Our findings show how value creation is done in the context of interactions and they provide support for multiple business models that co-exist alongside each other with varying degrees of separation. Plurality better explains the complexity of value drivers and strategies for firms in this rapidly changing industry environment, where businesses are under extreme financial pressure. Our findings challenge assumptions that firms have (or should have) a single business model thus allowing a plurality of approaches within a single firm or industry that shifts the focus from implementing strategy A or B or C, to implementing strategy A and B and/or C.     

Value of knowledge—Technology strategies in different knowledge regimes

This paper introduces a knowledge-based view of the firm, which enables us to analyze how the firm should build up its technology strategies in order to capture profits from knowledge assets through knowledge creation, replication, integration and transfer. The basic idea is to shed light on the mechanisms that make it possible, first, to create value from knowledge assets, second, to protect the value created by using different protection mechanisms (such as legal means or tacitness) and, third, to share the value created between the innovator, imitators and partners (open innovation model). In our model we derive technology strategies based on different knowledge bases and their characteristics. By means of our simulation experiments we open up some black boxes behind technology strategies that are often launched only as empirical generalizations, such as Freeman’s famous technology strategy typology. Our tool can also be used as a framework when the dynamic effects of technology strategies are traced and empirically scrutinized.     

Unpacking value creation and capture in B2B relationships

Although the relationships among different dimensions of value creation, characteristics of dyadic relationships and value concepts are well studied, they have been conceptualized independently and without much linked theorizing. Hence, little is known about how these concepts and their effects interplay with each other. This article takes a configurational approach and investigates how different dimensions of value creation and relationship factors affect value capture. The study draws on an embedded case study encompassing relationships of a focal customer in the financial payments industry with six specialized service suppliers, followed by a Qualitative Comparative Analysis (QCA) of 29 relationship conditions. For both buyers and suppliers, value creation is based on “core” value dimensions, and relationship characteristics, such as power and change in supply strategy. Five different configurations of these constructs represent sufficient conditions to increase value capture, by either negotiating better prices or shifting volume among the parties involved. Focusing on both buyer and supplier perspectives of the same phenomenon, the study increases knowledge on how contextual variables interact in influencing value capture. From a practical perspective, the proposed configurations help managers to choose adequate supply strategies, or better allocate resources according to specific conditions of a business relationship.     

The European Commission's approach to mergers involving software-based platforms: Towards a better understanding of platform power

The European Commission’s digital single market policies are increasingly concerned with the impact of so-called ‘platforms’ on competition in the internal market. Whereas the European Commission acknowledges the contributions of platform companies to innovation, it also sees actual and potential damages occurring from their powerful position. As such, the European Commission aims to strengthen the enforcement of its competition law rules in this area. The main research question is how the European Commission has been evaluating the competitive effects of platforms under merger control and whether its approach is adequate to address the manifold concerns related to platforms and competition. Based on a case study analysis, we conclude that the European Commission (1) recognises the platform circumstance, their essential intermediary role in the digital industry and the importance of maintaining fair competition; (2) its analysis has been slowly evolving becoming more granular; (3) platforms’ behaviour and not their size per se is most often the central concern; (4) the proposed Digital Services Act and Digital Markets Act packages tackle platform concerns identified in the European Commission’s ex-ante analysis, signalling that its analysis seems to have inspired their creation.