Co-Creation Capability Spectrum for Classification and Scaling of Processing Services
DOI:
https://doi.org/10.17010/pijom/2014/v7i1/59245Keywords:
S - D Logic Orientation
, Co-Creation Willingness Matrix, Co-Creation Continuum, Value Co-CreationM30
, M100, M390Paper Submission Date
, September 4, 2013, Paper sent back for Revision, November 18, Paper Acceptance Date, December 16, 2013.Abstract
Co-creation capabilities can be used as a strategic business logic that portrays in creating superior relations between consumers and firms as a source of competitive advantage for organizations. Capabilities could be used for enhancing value co-creation for mutual and long-term betterment. The authors developed a conceptual matrix of willingness and unwillingness in terms of co-creation using in depth literature review. Conceptualizing capabilities provide a foundation of bridging a co-creation continuum with various capabilities and processing services to attain the level or extent of consumer interaction. This article also sets out an agenda for future research.Downloads
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References
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