Making inconsistent worlds: a conceptual framework for co-competition

Abstract

Purpose This paper aims to investigate the phenomenon of co-competition, within service-dominant logic, whereby multiple parties with mutually exclusive goals compete for the rights to co-create with a firm. Design/methodology/approach Within the context of a massively multiplayer online role-playing game, the paper uses a naturalistic inquiry approach guided by the core objectives of qualitative research provided by Belk et al. (2012). These objectives include understanding the construct of study, the antecedents and consequences of what is being studied and, finally, the process used by the consumer during the phenomena. Additionally, the results are presented within an idiographic framework. Findings This study finds that co-competition arises when heterogeneous segments of consumers attempt different co-creation strategies with the firm, an overlooked dark side of co-creation and co-production of value. Additionally, the study finds evidence that co-competition may have led to co-destruction of value for both consumer parties and the firm. Originality/value The outcomes of this process could have significant financial and reputational impacts for the firm resultant from alienating both types of consumers competing for the rights to co-create. The conceptual framework established here provides a guide through which further investigation of co-creative forces can occur.

Value co-destruction: Review and conceptualization of interactive value formation

“…Hence, it is within the IVF space that value is formed interactively in the guise of either VCD or VCC. In line with prior research, the framework specifically suggests that IVF is a function of the alignment and misalignment of practices (Crowther and Donland, 2011; Echeverri and Skålén, 2011; Hiler et al, 2018; Prior and Marcos-Cuevas, 2016; Skålén et al, 2015). Alignment is associated with VCC, and misalignment with VCD.…”

“…Some research has taken this lack of specificity into account, identifying a wide range of resources linked both to VCD/VCC and to the antecedents of VCD/VCC (see, e.g. Becker et al, 2015; Hiler et al, 2018; Järvi et al, 2018; Smith, 2013; Zainuddin et al, 2017). Examples of resources driving VCD, according to this research, include lack of motivation, the energization of behaviour and power balance (Becker et al, 2015), while examples of antecedents include conflicts, goal incongruence, misdirected groupthink, the absence of trust and inadequate coordination (Vafeas et al, 2016).…”

“…Skålén et al (2015) argue that the conceptual pair alignment/misalignment is more established in marketing theory than congruency/incongruency. Other studies also use the notion of alignment and/or misalignment, rather than the congruent/incongruent enactment of practice elements, to understand VCC and VCD (Crowther and Donland, 2011; Hiler et al, 2018; Prior and Marcos-Cuevas, 2016). Echeverri and Salomonsson (2017a) made an important contribution to this research, on the alignment and misalignment of practices, by showing that VCC and VCD are determined by alignment/misalignment not only within the same elements of practices but also in-between different elements of practices.…”

“…In particular, prior practice-theory-informed research shows that IVF is determined by actual enactments of the elements making up practices, that is, procedures, understandings and engagements. The misalignment of elements is associated with VCD, and the alignment of elements with VCC (Caridà et al, 2019; Crowther and Donland, 2011; Echeverri and Skålén, 2011; Hiler et al, 2018; Skålén et al, 2015). Let us take the practice of the seminar as used in university studies as an example.…”

“…Prior and Marcos-Cuevas, 2016), the bulk of them show that multiple resources are joined together to form resource configurations that drive either VCD or VCC (e.g. Becker et al, 2015; Hiler et al, 2018; Järvi et al, 2018; Smith, 2013; Zainuddin et al, 2017). Returning to our example of university studies, a single resource may be a lecture hall.…”