2022
DOI: 10.3390/su14137754
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Sustainable Value Co-Production and Co-Creation in Virtual Reality: An Exploratory Research on Business-to-Business Interactions

Abstract: The objective of this study is to identify the environment for business interactions in virtual reality in the value co-production and co-creation process and to understand how such an environment enables the sustainable development of co-creational activities. This paper takes the concepts of value co-production and co-creation and presence and the Actors, Resources, and Activities Model as conceptual references for the exploration of interactions in virtual reality. Using ten in-depth interviews with senior … Show more

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Cited by 7 publications
(4 citation statements)
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“…Based on applying social media digital networks and platforms [67] to facilitate value co-creation [14]. Most manufacturing value network actors should apply more new technologies including artificial intelligence [68], virtual reality [69], virtual communities [70], digital twins, and so on [71] to integrate resources, competencies, and responsibilities to attain new value co-created. Moreover, manufacturing enterprises should take the open innovation way to encounter the challenges of sustainability and value co-creation [4], such as sustainable production, green value innovation [72], and circular co-creation ecosystem construction [73].…”
Section: Discussionmentioning
confidence: 99%
“…Based on applying social media digital networks and platforms [67] to facilitate value co-creation [14]. Most manufacturing value network actors should apply more new technologies including artificial intelligence [68], virtual reality [69], virtual communities [70], digital twins, and so on [71] to integrate resources, competencies, and responsibilities to attain new value co-created. Moreover, manufacturing enterprises should take the open innovation way to encounter the challenges of sustainability and value co-creation [4], such as sustainable production, green value innovation [72], and circular co-creation ecosystem construction [73].…”
Section: Discussionmentioning
confidence: 99%
“…The suppliers are expected to be more resilient and enhance their resilience capacity to adjust to changes required to meet customer demands (Ali et al ., 2021). Research on B2B marketing in manufacturing industries escalates elements of social media (Cartwright et al ., 2021), artificial intelligence (Giri et al ., 2019) (Li et al ., 2021), circular economy (Jacometti, 2019; Provin et al ., 2021), innovation (Bertola and Teunissen, 2018), co-production and co-creation (Royo-Vela et al ., 2022), to name a few. This reinforces the contemporary B2B marketing strategies of relationship, sustainability, innovation and digitalization as seen in the earlier sections.…”
Section: Literature Reviewmentioning
confidence: 99%
“…The industry is known for its complexity that involves long and complex supply chains that include production, raw material, fabric manufacturing, pattern construction, shipping, retail and finally the disposal of the garment (Jacometti, 2019). Co-creation and co-production are becoming increasingly important in the B2B scenario which leads to development of relationships within the stakeholders as co-production enables a customer's influence on a supplier's resources, processes, products, services, or solutions (Royo-Vela et al ., 2022). Managing all stakeholders and working as a network is key in managing these relationships and at the same time understanding the end customer and their motivation to make purchase decisions is essential in developing effective marketing strategies to perform and sustain in the market.…”
Section: Literature Reviewmentioning
confidence: 99%
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