USERS' INVOLVEMENT IN VALUE CO-CREATION: THE MORE THE BETTER?
Résumé
Literature on value co-creation often postulates that a greater degree of co-production increases the potential of value co-creation. To test this hypothesis, we build a computational model of value proposition inspired by March's model of organizational learning (1991[16]). The model allows to represent various cases of cocreation: (i) without co-production, (ii) with downstream co-production, and (iii) with upstream co-production. Repeated simulations are partly supporting the literature. On one hand, we find that deeper involvement of consumers into the value offering process increases the potential for value co-creation. However, on the other hand we find that when information emanating from the organization and the consumers are in contradiction-value co-creation potential is higher when employees follow existing organizational routines.
Domaines
Sciences de l'Homme et Société
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Desmarchelier_Djellal_Gallouj_CoValPaper_RESER2018.pdf (1.5 Mo)
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