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Value co-creation in the B2B context: a conceptual framework and its implications

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  • Buddhi Pathak
  • Mona Ashok
  • Yin Leng Tan

Abstract

This study aims to bring a renewed focus on Value Co-Creation (VCC) between an organisation (service provider) and its customers in the business-to-business (B2B) context. From the literature review, a conceptual framework of factors affecting VCC was developed by adding Customer to the Technology-Organisation-Environment framework (T-O-E). The enhanced Customer-Organisation-Technology-Environment (C-O-T-E) framework was empirically investigated from the focal firms’ perspectives using semi-structured interviews with seventeen executives from knowledge-intensive service organisations. The research captured a total of sixteen factors affecting VCC and highlighted co-conception for competition as a new form of co-creation, where the customer-service provider’s long-term relationship positively enables a competitive strategy. These findings have significant implications for how service providers achieve competitive advantage in a challenging B2B marketplace.

Suggested Citation

  • Buddhi Pathak & Mona Ashok & Yin Leng Tan, 2022. "Value co-creation in the B2B context: a conceptual framework and its implications," The Service Industries Journal, Taylor & Francis Journals, vol. 42(3-4), pages 178-205, March.
    • Handle: RePEc:taf:servic:v:42:y:2022:i:3-4:p:178-205
    DOI: 10.1080/02642069.2021.1989414
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    Cited by:

    1. Cecilia Avila-Garzon & Jorge Bacca-Acosta, 2024. "Thirty Years of Research and Methodologies in Value Co-Creation and Co-Design," Sustainability, MDPI, vol. 16(6), pages 1-28, March.
    2. Siyasanga Mgoduka & I. Kaseeram & S. Heeralal, 2024. "An Analysis of the Effectiveness of Information and Communication Technology Technologies in Providing Customer Feedback to Enhance B2C Value Co-creation: A Focus on the Tourism Industry," International Review of Management and Marketing, Econjournals, vol. 14(4), pages 83-91, July.
    3. Amin, Muhammad & Khan, Imran & Shamim, Amjad & Ting, Ding Hooi & Jan, Amin & Abbasi, Amir Zaib, 2024. "Employee motivations in shaping customer value co-creation attitude and behavior: Job position as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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