Exploring engagement in value creation – a multi-stakeholder perspective in the museum context

Exploring the barriers of multi-stakeholder value co-creation – the museum context

“…Towels began to appear in folk ensembles, they returned to churches again, ornaments began to be used in the promotion of local products or to order towels for weddings. [3.M.BP] Guided by the indicated premise of social integration and the multifunctionality of cultural institutions, the collected material was reviewed across four interlinked main activity areas of the value co-creation process in the museum context, that is, daily administration, core collection, temporary projects and subsidiary activity (Najda-Janoszka and Sawczuk, 2023). Defined areas are characterized by a different scope and way of using resources, such as the…”

“…When discussing value co-creation, traditional and core museum activities were seen as a pathway to achieving a socially determined outcome (Weil, 1999;Simone et al, 2021). This understanding forms the basis for the observed stakeholder interaction patterns, which significantly differ across four main activity areas (Zbuchea and Bira, 2020;Najda-Janoszka and Sawczuk, 2023;Ilie, 2019) and consequently lead to varied priority settings in the configurations of the DART model (Makkonen and Olkkonen, 2017;Prahalad and Ramaswamy, 2004). The existence of distinct conditions for engaging various stakeholders in each area of activity (Minkiewicz et al, 2014;Schmeltz and Kjeldsen, 2019) emphasizes the importance of considering barriers to value co-creation within the context of these specific areas.…”

“…To fill the abovementioned gap and thus provide a comprehensive framework for identifying and exploring the challenges of value co-creation from a multi-stakeholder perspective, we apply the DART model (Prahalad and Ramaswamy, 2004) that has been widely accepted in business research for exploring value co-creation (Smaliukiene et al, 2015;Mai et al, 2020;Schiavone et al, 2014;Gouillart, 2014). However, until now the DART model has been only incidentally applied in the museum context (Najda-Janoszka and Sawczuk, 2023). The logic of the model complies with the understanding of the concept of co-creation which resides in interactions, and stands for "joint collaborative activities by parties involved in direct interactions, aiming to contribute to the value that emerges for one or both parties" (Gr€ onroos, 2012(Gr€ onroos, , p. 1520).…”

“…The focus has shifted from valuing these activities as ends in themselves to valuing them as means for generating contribution (Simone et al ., 2021). Consequently, there has been an expansion and intensification of outreach activities, along with increased interaction with a wider range of stakeholders (Najda-Janoszka and Sawczuk, 2023; Greffe et al ., 2017). By leveraging stakeholders’ expertise, resources and perspectives, museums aim to enhance their reputation and trust, ensuring ongoing relevance and contributing to community development (Simone et al ., 2021).…”

“…Hence, this study aims to fill the existing gap by exploring those barriers to value co-creation by following the multi-stakeholder approach and applying the DART model (Prahalad and Ramaswamy, 2004) to frame value co-creation and its barriers accordingly. Although the DART model has been only very recently used in the museum field (Najda-Janoszka and Sawczuk, 2023), its key components of dialogue, access, risk assessment and transparency have been recognized as important factors in the relationship-embedded functioning of museums (e.g. Barnes and McPherson, 2019; Powell and Kokkranikal, 2014).…”