Value co-creation in the B2B context: A conceptual framework and its implications

Pathak, Buddhi; Ashok, Mona; Tan, Yin Leng

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.

• Journal Article Type: Article
• Acceptance Date: Sep 29, 2021
• Online Publication Date: Oct 17, 2021
• Publication Date: 2022
• Deposit Date: Oct 18, 2021
• Publicly Available Date: Mar 18, 2022
• Journal: Service Industries Journal
• Print ISSN: 0264-2069
• Electronic ISSN: 1743-9507
• Publisher: Taylor & Francis (Routledge)
• Peer Reviewed: Peer Reviewed
• Volume: 42
• Issue: 3-4
• Pages: 178-205
• DOI: https://doi.org/10.1080/02642069.2021.1989414
• Keywords: Value co-creation; B2B; Customer-Organisation-Technology-Environment (C-O-T-E) framework; Co-conception for competition; Competitive advantage‌
• Public URL: https://uwe-repository.worktribe.com/output/7952601
• Publisher URL: https://www.tandfonline.com/doi/full/10.1080/02642069.2021.1989414?scroll=top&needAccess=true