Creating a shared narrative: the use of causal layered analysis to explore value co-creation in a novel service ecosystem

Abstract

Purpose: The current business environments are increasingly dominated by the networked and systemic conceptualisation of value creation. However, surprisingly, little is known about the explicit and symbolic (inter) relationships between the different actors involved in the value co-creation processes-or about how they impact on the network-specific innovation capabilities. More research is needed to explore and validate the yet theoretical models and concepts of value co-creation in practice. Design/methodology/approach: Theoretically, this study is built on the ideas and concepts of Service-Dominant (S-D) logic. Empirically, the research is based on a set of thematic interviews conducted in a real-life service ecosystem, in the context of university-industry collaboration. The method of causal layered analysis (CLA) is used to both identify and develop constitutive narratives that support the service ecosystem's long-term strategic planning and value cocreation practices.Originality/value: The use of CLA in exploring the S-D logical view on value co-creation is a unique combination. By studying a highly social, dynamic and interactive process during which different service ecosystem actors first come together to share their values and mental models, and then act upon, significant new knowledge and understanding is offered for all those interested in applying a more systemic approach on service ecosystem development. Practical implications: Given that the use of CLA not only increases the awareness of alternative narratives, but of the abilities to facilitate the desired future(s), new insight and practical advice will be provided for both managers and participants taking part in a service ecosystem.

Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues

“…If researchers want to investigate how customers co-create value in interactions with other actors, however, other techniques such as case study research (see Verleye 2019) and netnographic research (see Kelleher et al 2019) are more appropriate. To capture the emergence of value-in-use and value-in-context, researchers can also rely on “casual layered analysis” of interview data (Ketonen-Oksi 2018). Further, Zeithaml et al (2020) describe how theories-in-use (TIUs) can be used in situations such as these.…”

Exploring the Disruptiveness of Cryptocurrencies: A Causal Layered Analysis-Based Approach

“…CLA [23,34] is an analytical tool that enables viewing a phenomenon from four different perspectives conceptualized as four analytical levels. Since its introduction, the CLA has been widely adopted as an analytical aid in theorizing and as a useful tool in workshop environments, utilized in analyzing complex phenomena in a variety of fields [31,32,[35][36][37]. The analytical levels of CLA are traversed up and down to understand the phenomenon on each level in addition to tracing the linkages in between them.…”

“…For example, "Terrorism is a constant and evolving threat" [36], or "Traffic jams" (adopted from Inayatullah 2003). The litany can also be an entity like United Nations [37], or the election of Donald Trump as the president of the US [38]. While the viewpoints on the issue may differ, the phenomenon on the litany level can be easily recognized.…”

“…Fundamentally this level explores the mechanisms of meaning, the why of social action. Changes on this level, for example the development of industrial working hours or changes in symbolic value of a private car, are characteristically slow and rarely a result of intentional action [26,[35][36][37][38].…”

“…Deci and Ryan [39] or claiming a private space [40]. While the changes on the myth/metaphor level changes can be very difficult to identify and conceptualize, the fact that CLA acknowledges the existence of this level may help recognizing and understanding events that unfold on the other three levels of analysis [31,[35][36][37].…”