Sustainable value co-creation in business networks |
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| Affiliation: | 1. University of Auckland Business School, Private Bag 92019, Auckland, 1142, New Zealand;2. Universität Hamburg, Department of Informatics, Vogt-Koelln-Strasse 30, 20527 Hamburg, Germany;3. University of California, Merced, 5200 N. Lake Road, Merced, CA 95343, USA;1. Entreprenuership and Innovation, Luleå University of Technology, Luleå, 97187, Sweden;2. University of Vaasa, Vaasa, Finland;3. Hanken School of Economics, Helsinki, Finland;1. Marketing Department, Faculty of Applied Economics, University of Antwerp, Prinsstraat 13, 2000 Antwerp, Belgium;2. Marketing Department, Faculty of Applied Economics, University of Antwerp, Prinsstraat 13, 2000 Antwerp, Belgium;3. Institute for Management Research, Radboud University Nijmegen, PO Box 9108, 6500 HK Nijmegen, The Netherlands;4. Technology and Innovation Management Group, School of Business and Economics, RWTH Aachen University, Kackertstraße 7, 52072 Aachen, Germany;1. School of Business and Management, Lappeenranta University of Technology, P.O BOX 20, FI-53851 Lappeenranta, Finland;2. School of Energy Systems, Lappeenranta University of Technology, PO BOX 20, FI-53851 Lappeenranta, Finland;3. Mapvision Oy, Jaakonkatu 2, FI-01620 Vantaa, Finland |
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| Abstract: | 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. |
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