Theory and practice of value co-creation in B2B systems

Ecosystem Value Creation and Capture: A Systematic Review of Literature and Potential Research Opportunities

“…To this end, collective and dynamic strategies for protecting intellectual property rights are required in ecosystems. Notwithstanding a few studies (see for example, Huang et al, 2014;Hurmelinna-Laukkanen & Puumalainen, 2007;, the current level of knowledge regarding collaboration and ecosystem appropriability regimes remains limited.…”

Service implementation in manufacturing: An organisational transformation perspective

“…We highlight two: strategy as practice and firm agility. Nordin and Ravald (2016) (Holmlund, Kowalkowski, and Biggemann, 2016;Kohtamäki and Rajala, 2016). Equally important, strategic agility is essential for adjusting the company's strategic direction in an ongoing and continuous process (Weber and Tarba, 2014).…”

Theory and practice of brand co-creation

“…The third and final characteristic to be called into question is a focus on product brands in business-to-consumer settings, yet the concept of customer integration and collaboration in the co-creation of products or services is more relevant to business-to-business than business-to-consumer settings (Kohtamäki and Rajala, 2016). The notion of co-creation of value in business markets is furthermore well established in the literature, for instance in the frequently cited paper by Vargo and Lusch (2011).…”

“…Chapter 5: The business-to-business environment is much richer in interactions and collaborations between company, stakeholders and brand than the business-to-consumer area (Kohtamäki and Rajala, 2016). A main focus of current research in industrial marketing is the inherent tendency in that market setting to 'organise' co-creators into networks (Aarikka-Stenroos and Ritala, 2017).…”

“…On the other hand, the lack of attention to brand co-creation in B2B seems surprising when taking into account three considerations in particular. First, that the topic of customer integration and collaboration in co-creating products or services is more prevalent in B2B than in B2C (Hingley et al, 2015;Kohtamäki and Rajala, 2016) and also that the notion of co-creation of (service) value in business markets is well established in the literature (Marcos-Cuevas et al, 2016;Vargo and Lush, 2011). Second, one essential factor in brand co-creation is the 'organisation' of co-creators into networks (Vallaster and von Wallpach, 2013) or ecosystems in which the ongoing negotiations take place (Gyrd- Jones and Kornum, 2013), discussion of which is dominant in B2B, lies in the nature of industrial markets, and is a current pillar of research in industrial marketing (Aarikka-Stenroos and Ritala, 2017;Forkmann et al, 2018;Möller and Halinen, 2017;Pagani and Pardo, 2017).…”