Investigating manufacturing companies value co-creation approaches during servitisation
by René Chester Goduscheit; Troels Christian Andersen; Andrew Hof; Troels Behrenthz Andersen; Henrik Blach
International Journal of Technology Management (IJTM), Vol. 93, No. 3/4, 2023

Abstract: Despite the enhanced interest in digital technologies as a means for SMEs to create new service offerings, little is known about how value co-creation is approached across business boundaries. Using the service-dominant (S-D) logic lens, we analyse how SMEs co-create value with their customers and other network partners. Drawing on qualitative data on 43 case companies, the findings of this study reveal five value co-creation approaches: awareness creation, experimentation, platform-orientation, process-orientation and acceleration. Theoretically, we contribute to the S-D logic literature by conceptualising different value co-creation approaches as adaptive strategies and their underlying mechanisms that companies practise during digital servitisation processes.

Online publication date: Thu, 05-Oct-2023

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