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Communication dans un congrès Année : 2018

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.
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Dates et versions

halshs-03270383, version 1 (24-06-2021)

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  • HAL Id : halshs-03270383 , version 1

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Benoît Desmarchelier, Faridah Djellal, Faïz Gallouj. USERS' INVOLVEMENT IN VALUE CO-CREATION: THE MORE THE BETTER?. The 28th International RESER Conference, Services in the Age of Contested Globalization, Sep 2018, Gothenburg, Sweden. ⟨halshs-03270383⟩
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Dernière date de mise à jour le 07/04/2024
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