Value co-creation practices and capabilities : sustained purposeful engagement across B2B systems

Marcos-Cuevas, Javier and Nätti, Satu and Palo, Teea Erja Marjaana and Baumann, Jasmin (2016) Value co-creation practices and capabilities : sustained purposeful engagement across B2B systems. Industrial Marketing Management, 56. pp. 97-107. ISSN 0019-8501

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The paradigm of value co-creation in business markets is now well established in the marketing literature. However, the practices and capabilities for collaborative value co-creation are less understood, particularly in increasingly boundary-less interorganizational, network and ecosystem relationships. This paper describes sets of practices that organizations in business markets adopt to co-create value. We provide a theoretically-grounded, empirically-informed classification of value co-creating practices, identifying the underlying capabilities needed to realize value in B2B systems. We adopt a case study approach utilizing various methods of data collection to explore co-creation practices from four organizations. The analysis reveals that ‘sustained purposeful engagement’ underpins the organizations' ability to co-create and capture value. Implications for organizations willing to develop co-creation capabilities and practices are discussed.

Item Type:
Journal Article
Journal or Publication Title:
Industrial Marketing Management
Additional Information:
This is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Industrial Marketing Management, 56, 2016 DOI: 10.1016/j.indmarman.2016.03.012
Uncontrolled Keywords:
?? value co-creation organizational practices organizational capabilitiesco-productionb2b networksmarketing ??
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Deposited On:
18 Jul 2016 09:02
Last Modified:
15 Jul 2024 16:08