The paper conceptualises digital technology as a source of innovation in value cocreation (VCC) at the bottom of pyramid (BOP) markets and provides empirical evidence in support of this proposition through fieldwork focused on vegetable supply chains in Indonesia. An inductive analysis based upon twenty in-depth, face-to-face, semi-structured interviews with producers, intermediaries and retailers in rural and urban locations identified VCC occurring in a newly emerging e-commerce marketing channel where digital technologies enabled engagement and interaction amongst channel members. The results suggest that market scripting based upon an inclusive, collaborative and empowerment ideology, which can lead to sustainable development and income redistribution from consumers to producers, was explicitly embedded in their VCC agenda. Customerdriven innovations were supported by fair trade practices in which producers were not only provided with the resources, skills, and capabilities to meet market demands but were also 'fairly' remunerated. For consumers, digital technologies created online 'consumption communities' where information and educational interactions, including those around product provenance and food preparation opportunities supported online purchases and innovation in value chain 'pull' strategies. The paper concludes that the logic underpinning this new transformative business approach of digitally enabled VCC in local BOP markets is akin to a 'social justice logic'.

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The information and communication technology revolution has led to the adoption of technologies such as the internet for generating value for businesses. Meanwhile, little is known about the role of e-commerce in value co-creation initiatives for agri-food SMEs and specifically its role in the collaboration of business actors and customers where the overall objective of generating benefits from the exchange process. This study addresses the gap regarding the expected benefits of value co-creation in the agri-food market channel transformation. The transformation of fresh produce marketing in Indonesia, from a product-focused approach towards a customer-centric approach, was selected to explore value co-creation and its potential benefits, including the exchange of tangible resources, intangible resources and knowledge. A qualitative method was undertaken through indepth interviews with multiple agri-food actors. The findings illustrate that e-commerce involves fewer intermediaries through short food supply chains (SFSCs) by facilitating the engagement of multiple stakeholders. Agri-food co-creation via e-commerce provides a solution to address market needs through collaboration within the agribusiness networks. The ecommerce channels reveal the benefits for both agribusiness actors and consumers. The findings propose insights into the co-creation concept in an agri-food context through the online platforms, that will have a theoretical and practical contribution for future business and marketing.

This research aim is to discover Indonesian local orange competitiveness in Bandung City market based on consumer point of view through the comparison of consumer attitude on local orange and import orange product attribute. By applying descriptive survei method with quantitative data, this research employs 84 respondents, which is orange consumer in Bandung City. Consumer attitude model which apply in this research was being adapt for agribusiness product especially for orange. Consumers in Bandung City have a certain view that import orange is more supreme in almost every produt attribute dimension rather than local orange. Except for water content attribute, consumers think that local orange has water content as much as import orange. Consumers attitude towards import orange were a better flavor fragrance, a fresher, a better shape and color, a bigger size, a sweeter taste, and the last is it is cheaper than local orange. From this research it show that local orange competitiveness is still beneath import orange based on consumer view. This is a threat for local orange so that it necessary to make action plan from all the stakeholder which involve in local orange to increase the product quality standard of local orange to fullfil consumer needs and wants on local orange.

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