Implications of value co-creation in agro-industrial services
DOI:
https://doi.org/10.5585/2023.22014Keywords:
value Co-creation, value Co-destruction, agro-industrial services, network orchestrationAbstract
Purpose: This study aims to list the managerial implications arisen from an interaction between a brewery and a Brazilian government agency grounded in the Lean principles of value co-creation through a case study.
Design/Methodology/Approach: Empirical data on the actors were collected through questionnaires with managers and documents shared as they were being filled out. Their content analysis was carried out according to Bardin (2011).
Originality: This is the very first study carried out to evaluate the benefits reaped from an interaction between a brewery and a Brazilian government agency grounded in the Lean principles of value co-creation.
Results: Managerial implications involved in value co-creation are elucidated in respect of agro-industrial services provided by the brewery and a Brazilian government agency. Thus, Integration Strategy, Protection mechanisms and Growth opportunity constitute key elements in networking orchestration while providing agro-industrial services.
Theoretical and methodological contributions: The factors affecting information and knowledge were shared between partners for improving the brewery production chain. The concept of value co-creation allowed overcoming issues of innovation and providing the actors with better services.
Management contributions: Once having identified the three basic elements of a successful cooperation, as well as managerial implications concerning the actors involved, this study assists managers and researchers in developing strategies to overcome the obstacles faced in the provision of agro-industrial services based on the Lean principles of value co-creation. Furthermore, supporting factors in making decisions towards value co-creation are exposed so as to stimulate innovation via value co-creation and network orchestration.
Downloads
References
Adikari, A., Burnett, D., Sedera, D., de Silva, D. and Alahakoon, D., (2021). Value co-creation for open innovation: An evidence-based study of the data driven paradigm of social media using machine learning. International Journal of Information Management Data Insights, Vol. 1, p.100022.
Adner, R., Kapoor, R. (2010). Value creation in innovation ecosystems: how the structure of technological interdependence affects firm performance in new technology generations. Strategic Management Journal, Vol. 31, pp. 306-333. https://doi.org/10.1002/smj.821
Agarwal, L., Selen, W. (2009). Dynamic Capability Building in Service Value Networks for Achieving Service Innovation. Journal of The Decision Sciences Institute, V. 41, p. 431-475. https://doi.org/10.1111/j.1540-5915.2009.00236.x
Argiyantari, B., Simatupang, T.M. and Basri, M.H. (2021), "Transportation performance improvement through lean thinking implementation", International Journal of Lean Six Sigma, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJLSS-06-2020-0075
Akaka, M. A., Vargo, S. L. (2015). Extending the context of service: from encounters to ecosystems", Journal of Services Marketing, Vol. 29 No. 6/7, pp. 453-462. https://doi.org/10.1108/JSM-03-2015-0126
Ateş, M. A., Wynstra, F., van Raaij, E. M. (2015) An exploratory analysis of the relationship between purchase category strategies and supply base structure, Journal of Purchasing and Supply Management, Vol 21, pp. 204-219 https://doi.org/10.1016/j.pursup.2015.04.007
Bader, M. A. (2008). Managing intellectual property in inter-firm R&D collaborations in knowledge-intensive industries. International Journal of Technology Management, Vol. 41 Nos 3/4, pp. 311-335. https://doi.org/10.1504/IJTM.2008.016786
Bardin, L. (2011). Análise de conteúdo. São Paulo: Edições 70, 2011, 229 p
Bonamigo, A., Dettmann, B., Frech, C.G. and Werner, S.M. (2020), "Facilitators and inhibitors of value co-creation in the industrial services environment", Journal of Service Theory and Practice, Vol. 30 No. 6, pp. 609-642. https://doi.org/10.1108/JSTP-03-2020-0061
Bonamigo, A., Frech, C.G. and Lopes, A.C.C., (2021). “Value co-creation in the B2B context: a diagnosis of knowledge management based on multiple case studies”. Journal of Business & Industrial Marketing. Vol. ahead-of-print. https://doi.org/10.1108/JBIM-11-2020-0528
Bonamigo, A., Martelotte, M.C. and Mourão, J.F., (2022). Key factors for measuring value co-creation in the industrial service ecosystem. In Emerging Ecosystem-Centric Business Models for Sustainable Value Creation (pp. 1-21). IGI Global.
Bonamigo, A., Ferenhof, H. A., Forcellini, F. A. (2017). Dairy ecosystem barriers exposed - A case study in a family production unit no Oeste de Santa Catarina, Brasil. Organizações Rurais & Agroindustriais, v. 19, n. 1, p. 1-7. https://doi.org/10.21714/2238-68902017v19n1p001
Borgaco, A. V. L. (2021). Roots: um estudo de caso do projeto da cervejaria Ambev de desenvolvimento de novas marcas baseadas em cultura local. Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, Brasil.
Borota, F. R. D., Bonamigo, A., Andrade, H. S. (2021) Gestão de Cocriação de Valor em Serviços Agroindustriais Baseada no Lean Thinking: O Caso da Cerveja a Base de Mandioca. Abepro, https://doi.org/10.14488/ENEGEP2021_TN_SD_378_1882_42982
Botti, A., Monda, A. (2020). Sustainable Value Co-Creation and Digital Health: The Case of Trentino eHealth Ecosystem. Sustainability, V.12, n. 13. https://doi.org/10.3390/su12135263
Camara, R. H. (2013) Análise de conteúdo: da teoria à prática em pesquisas sociais aplicadas às organizações. Gerais: Revista Interinstitucional de Psicologia., vol.6, n.2, pp. 179-191. ISSN 1983-8220.
Carlborg, P. J., Hasche, N., Kask, J. (2021). Overcoming the business model transformation dilemma: exploring market shaping and stabilizing strategies in incumbent firms. Journal of Business & Industrial Marketing, Vol. 36 No. 13, pp. 66-77. https://doi.org/10.1108/JBIM-06-2020-0264
Cauchick Miguel, P.A., Fleury, A., Mello, C.H.P., Nakano, D.N., Turrioni, J.B., Ho, L.L., Morabito, R., Martins, R.A. and Pureza, V., (2010). Metodologia de pesquisa em engenharia de produção e gestão de operações. Rio de Janeiro: Elzevir.
Costa, P.R., Porto, G.S. and Plonski, G.A., (2010). Gestão da cooperação empresa-universidade nas multinacionais brasileiras. RAI-Revista de Administração e Inovação, Vol. 7, No. 3, pp.150-173.
Dhanaraj, C., Parkhe, A. (2006). Orchestrating innovation networks. Academy of Management Review, 31(3), 659-669. https://doi.org/10.5465/amr.2006.21318923
Durugbo, C. M., Schwetschke, S. (2014). How firms synergize: understanding motives and management of co-creation for business-to-business services. International Journal of Tecnology Management, V. 76, https://doi.org/10.1504/IJTM.2018.091289
Eisenhardt, K. M. (1989). Building theories from case study research. Studi Organizzativi, n.2, fev. The Academy of Management Review Vol. 14, No. 4 (Oct., 1989), pp. 532-550 (19 pages) https://doi.org/10.2307/258557
Eloranta, V. and Turunen, T. (2018), “Guest editorial”, Journal of Business and Industrial Marketing, Vol. 33 No. 6, pp. 745-748. https://doi.org/10.1108/JBIM-07-2018-325
Ferenhof, H. A., Bonamigo, A., Cunha, A.D., Tezza, R. and Forcellini, F.A. (2019). Relationship between barriers and key factors of dairy production in Santa Catarina, Brazil. British Food Journal, Vol. 121 No. 2, pp. 304-319. https://doi.org/10.1108/BFJ-07-2018-0424
Frow, P., McColl-Kennedy, J. R., Payne, A. (2016). Co-creation practices: their role in shaping a health care ecosystem. Industrial Marketing Management, Vol. 56, pp. 24-39. https://doi.org/10.1016/j.indmarman.2016.03.007
Gibbert, M., Ruigrok, W., Wicki, B. (2008). What passes as a rigorous case study? Strategic Management Journal, 29, 1465–1474. https://doi.org/10.1002/smj.722
Gitzel, R., Schmitz, B., Fromm, H., Isaksson, A. and Setzer, T. (2016). Industrial services as a research discipline. Enterprise Modelling and Information Systems Architectures-An International Journal, Vol. 11 No. 4, pp. 1-22. https://doi.org/10.18417/emisa.11.4
Greer, C. R., Lusch, R. F., Vargo S. L. (2016). A service perspective: Key managerial insights from service-dominant (S-D) logic, Organizational Dynamics, Vol 45, No 1, pp. 28-38. https://doi.org/10.1016/j.orgdyn.2015.12.004
Grönroos, C. (2011). A service perspective on business relationships: the value creation, interaction, and marketing interface. Industrial Marketing Management, Vol. 40 No. 2, pp. 240-247. https://doi.org/10.1016/j.indmarman.2010.06.036
Grönroos, C., Helle, P. (2010). Adopting a service logic in manufacturing: Conceptual foundation and metrics for mutual value creation. Journal of Service Management, Vol. 21 No. 5, pp. 564-590. https://doi.org/10.1108/09564231011079057
Guercini, S., La Rocca, A., Runfola, A., Snehota, I. (2014). Interaction behaviors in business relationships and heuristics: Issues for management and research agenda. Industrial Marketing Management, Vol. 43, No. 6, pp. 929-937. https://doi.org/10.1016/j.indmarman.2014.05.007
Haase, M. (2021). Social value cocreation: a mode of value co-creation. Social Enterprise Journal, Vol. 17 No. 4, pp. 493-512. https://doi.org/10.1108/SEJ-04-2020-0023
Hall, B. H., Helmers, C., Rogers, M., Sena, V. (2012). The Choice between Formal and Informal Intellectual Property: A Review. National Bureau of Economic Research Working Paper Series No. WP 17983. https://doi.org/10.1257/jel.52.2.375
Hannah, D. R., Robertson, K. (2015). Why and how do employees break and bend confidential information protection rules?. Journal of Management Studies, Vol. 52 No. 3, pp. 381-413. https://doi.org/10.1111/joms.12120
Hogg, J., Werner, K., Griese, K. M. (2021). Conceptualizing event value co-destruction and developing a future agenda for events research. International Journal of Event and Festival Management, Vol. 12 No. 3, pp. 346-363. https://doi.org/10.1108/IJEFM-01-2021-0006
Hsieh, Y.-H. and Chen, W.-T. (2017). Measuring the value variation of a service system: a Markov-switching model estimation. Journal of Business & Industrial Marketing, Vol. 32 No. 8, pp. 1159-1171. https://doi.org/10.1108/JBIM-11-2016-0263
Hurmelinna‐Laukkanen, P. (2011) Enabling collaborative innovation – knowledge protection for knowledge sharing. European Journal of Innovation Management, Vol. 14 No. 3, pp. 303-321. https://doi.org/10.1108/14601061111148816
Hurmelinna-Laukkanen, P., Nätti, S., Helin, S. (2014). Innovation network Orchestrators distinction between types and roles. In Proceedings of 30th EGOS Colloquium, Rotterdam, The Netherlands, July 3–5. https://doi.org/10.1016/j.indmarman.2017.09.020
Imai, M. (2021). Strategic Kaizen(tm) Using Flow, Synchronization, and Leveling [Fsl(tm)] Assessment to Measure and Strengthen Operational Performance, first Edition. Estados Unidos, McGraw-Hill Education.
Jouny-Rivier, E., Reynoso, J., Edvardsson, B. (2017). Determinants of services co-creation with business customers. Journal of Services Marketing, Vol. 31 No. 2, pp. 85-103. https://doi.org/10.1108/JSM-01-2016-0001
Kohtamäki, M. and Helo, P. (2015). Industrial services – the solution provider’s stairway to heaven or highway to hell?. Benchmarking: An International Journal, Vol. 22 No. 2, pp. 170-185. https://doi.org/10.1108/BIJ-01-2015-0002
Kohtamäki, M., Rajala, R. (2016). Theory and practice of value co-creation in B2B systems. Industrial Marketing Management, Vol. 56, pp. 4-13.
Komulainen, H. (2014). The role of learning in value co-creation in new technological B2B services. Journal of Business & Industrial Marketing, Vol. 29 No. 3, pp. 238-252. https://doi.org/10.1108/JBIM-04-2011-0042
Lai, C.T., Jackson, P. R., Jiang, W. (2017). Shifting paradigm to service-dominant logic via Internet-of-Things with applications in the elevators industry. Journal of Management Analytics, Vol. 4 No. 1, pp. 35-54. https://doi.org/10.1080/23270012.2016.1259967
Leclercq, T., Hammedi, W., Poncin, I. (2018). The boundaries of gamification for engaging customers: effects of losing a contest in online co-creation communities. Journal of Interactive Marketing, Vol. 44, pp. 82-101. https://doi.org/10.1016/j.intmar.2018.04.004
Li, S., Peng, G., Xing, F., Zhang, J. and Zhang, B., (2021). Value co-creation in industrial AI: The interactive role of B2B supplier, customer and technology provider. Industrial Marketing Management, Vol. 98, pp.105-114.
Liu, D. R., Lai, C. H. (2011). Mining group-based knowledge flows for sharing task knowledge. Decision Support Systems, https://doi.org/10.1016/j.dss.2010.09.004
Liu, X., Zeng, Y., H., J., Li, Z. (2022) Value cocreation research in tourism and hospitality: a comparative bibliometric analysis, International Journal of Contemporary Hospitality Management, Vol. 34 No. 2, pp. 663-686. https://doi.org/10.1108/IJCHM-05-2021-0666
Löfberg, N. Âkesson, M. (2018). Creating a service platform – how to co-create value in a remote service context. Journal of Business & Industrial Marketing, Vol. 33 No. 6, pp. 768-780. https://doi.org/10.1108/JBIM-10-2015-0202
Lorenzi, J. O. (2003) Mandioca. 1a ed. Campinas, CATI, 116p. (Boletim Técnico, 245).
Luo, J.(G)., Wong, I. A., King, B., Liu, M. T., Huang, G. (2019). Co-creation and co-destruction of service quality through customer-to-customer interactions: Why prior experience matters. International Journal of Contemporary Hospitality Management, Vol. 31 No. 3, pp. 1309-1329. https://doi.org/10.1108/IJCHM-12-2017-0792
Lusch, R. F., Nambisan, S. (2015). Service innovation: a service-dominant logic perspective. Mis Quarterly, Vol. 39 No. 1, pp. 155-175. https://doi.org/10.25300/MISQ/2015/39.1.07
Makkonen, H., Olkkonen, R. (2017). Interactive value formation in interorganizational relationships: dynamic interchange between value co-creation, no-creation, and co-destruction, Marketing Theory, No. 1, p. https://doi.org/10.1177/1470593117699661
Mathis, E. F., Kim, H. L., Uysal, M., Sirgy, J. M., Prebensen, N. K. (2016) The effect of co-creation experience on outcome variable, Annals of Tourism Research, Vol 57, pp. 62-75 https://doi.org/10.1016/j.annals.2015.11.023
Mignoni, J., Bittencourt, B. A., da Silva, S. B., Zen, A. C. (2021). Orchestrators of innovation networks in the city level: the case of Pacto Alegre. Innovation & Management Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/INMR-01-2021-0002
Miles, J., Gilbert, P. (2005). A Handbook of Research Methods for Clinical and Health Psychology. Oxford University Press. https://doi.org/10.1093/med:psych/9780198527565.001.0001
Milwood, P. A, Roehl, W. S. (2018). Orchestration of innovation networks in collaborative settings. International Journal of Contemporary Hospitality Management, Vol. 30 No. 6, pp. 2562-2582. https://doi.org/10.1108/IJCHM-07-2016-0401
Mudambi, S. M., Oliva, T. A., Thomas, E. F. (2016). Industrial marketing firms and knowledge transfer: Toward a basic typology of community structures. Industrial Marketing Management, Vol. 38, n. 2, p. 181–190. https://doi.org/10.1016/j.indmarman.2008.12.006
Nambisan, S., Sawhney, M., (2011) Orchestration Processes in Networking-Centric Innovation: Evidence From the Field. Academic of Management Executive, Vol. 25 p. 40-43. https://10.5465/AMP.2011.63886529
Olander, H., Vanhala, M., Hurmelinna-Laukkanen, P. (2014). Reasons for choosing mechanisms to protect knowledge and innovations. Management Decision, Vol. 52 No. 2, pp. 207-229. https://doi.org/10.1108/MD-11-2012-0791
Oliva, R., Kallenberg, R. (2003). Managing the transition from products to services. International Journal of Service Industry Management, Vol. 14 No. 2, pp. 160-172. https://doi.org/10.1108/09564230310474138
Plé, L. (2017). Why Do We Need Research on Value Co-Destruction?. Journal of Creating Value, 3 (2), 162-169. https://doi.org/10.1177/2394964317726451
Plé, L., Chumpitaz Cáceres, R. (2010). Not always co‐creation: introducing interactional co‐destruction of value in service‐dominant logic. Journal of Services Marketing, Vol. 24 No. 6, pp. 430-437. https://doi.org/10.1108/08876041011072546
Prahalad, C. K., Ramaswamy, V. (2004) The Future of Competition: co-creating unique value with customers. Boston: Harvard Business Review Press, 2004. 272 p. ISSN: 1087-8572
Quach, S., Thaichon, P. (2017). From connoisseur luxury to mass luxury: value co-creation and co-destruction in the online environment, Journal of Business Research, Vol. 81. https://doi.org/10.1016/j.jbusres.2017.06.015
Reypens, C., Lievens, A., Blazevic, V. (2016). Leveraging value in multi-stakeholder innovation networks: A process framework for value co-creation and capture. Industrial Marketing Management, 56, 40–50. https://doi.org/10.1016/j.indmarman.2016.03.005
Robertson, N., Polonsky, M., McQuilken, L. (2014). Are my symptoms serious Dr Google? A resource-based typology of value co-destruction in online self-diagnosis. Australasian Marketing Journal, Vol. 22 No. 3, pp. 246-256. https://doi.org/10.1016/j.ausmj.2014.08.009
Rolf, J. (2007). On Case Study Methodology. Open House International V. 32, p.48-54. https://doi.org/10.1108/OHI-03-2007-B0006
Rowley, J. (2002). Using case studies in research. Management Research News, Vol. 25 No. 1, pp. 16-27. https://doi.org/10.1108/01409170210782990
Santos, A., Bianchi, C., & Borini, F. (2018). Open Innovation and Cocreation in the Development of New Products: the role of design thinking. International Journal of Innovation, Vol. 6, No. 2, pp. 112-123.http://dx.doi.org/10.5585/iji.v6i2.203
Shahabi, A., Azar, A., Radfar, R. Asadifard, R. A. (2020). Combining soft systems methodology with interpretive structural modeling and system dynamics for network orchestration: case study of the formal science and technology collaborative networks in Iran, Systemic Practice and Action Research, Vol. 33 No. 4, pp. 453-478 https://doi.org/10.1007/s11213-019-09490-z
Shah, R., Ward, P. (2007). Defining and developing measures of lean production. Journal of Operations Management, Vol. 25 No. 5, pp. 785-805. https://doi.org/10.1016/j.jom.2007.01.019
Shi, Q. Shen, L. (2021). Orchestration capability: a bibliometric analysis. Kybernetes, https://doi.org/10.1108/K-05-2021-0386
Smith, A. M. (2013). The value co-destruction process: A customer resource perspective, European Journal of Marketing, Vol 47 No. 11/12, pp. 1889-1909 https://doi.org/10.1108/EJM-08-2011-0420
Song, H., Yu, K., Chatterjee, S. R., Jia, J. (2016). Service supply chain: strategic interaction and relationship value. Journal of Business & Industrial Marketing, Vol. 31 No. 5, pp. 611-624. https://doi.org/10.1108/JBIM-04-2014-0078
Storer, M., Hyland, P., Ferrer, M., Santa, R. Griffiths, A. (2014). Strategic supply chain management factors influencing agribusiness innovation utilization, The International Journal of Logistics Management, Vol. 25 No. 3, pp. 487-521. https://doi.org/10.1108/IJLM-02-2013-0026
Thomä, J., Bizer, K. (2012). To protect or not to protect? Modes of appropriability in the small enterprise sector. Research Policy, Vol. 42 No. 1, pp. 35-49. https://doi.org/10.1016/j.respol.2012.04.019
Tortorella, G., Giglio, R., Fettermmann, D.C. and Tlapa, D. (2018), “Lean supply chain practices: an exploratory study on their relationship”, The International Journal of Logistics Management, Vol. 29 No. 3, pp. 1049-1076, https://doi.org/10.1108/IJLM-06-2017-0141.
Troccoli, I. R. (2009). Co-Criação de Valor e Fidelização dos Clientes: uma visão integrada. Inter Science Place, [S.l.], n. 4, p. 1–23. https://doi.org/10.12712/rpca.v2i2.132
Vangen, S., Huxham, C. (2009). Introducing the theory of collaborative advantage. https://doi.org/10.4324/9780203861684.
Vargo, S. L., Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1):1-17. https://doi.org/10.1509/jmkg.68.1.1.24036
Vasconcelos, C. R. d., Silva, D. P .d. (2019). Intellectual property challenges for the roads of innovation in Brazil. Innovation & Management Review, Vol. 16 No. 2, pp. 185-192. https://doi.org/10.1108/INMR-02-2019-0010
Yang, F. X. (2016). Tourist Co-Created destination image, Journal of Travel and Tourism Marketing, Vol. 33 No. 4, pp. 425-439 https://doi.org/10.1080/10548408.2015.1064063
Yin, R., K. (2014). Case Study Research Design and Methods (5th ed.). Thousand Oaks, CA: Sage. 282 pages.
Yordanova, Z. (2018). User Innovation as a Basis of Innovation Network Between Universities and Business. International Journal of Innovation, Vol. 6, No. 2, pp. 85-96.http://dx.doi.org/10.5585/iji.v6i2.308
Zhao, Z., Renard, D., Elmoukhliss, M., Balague, C. (2017). What affects creative performance in idea co-creation: competitive, cooperative or competitive climate?. International Journal of Innovation Management, pp. 123-148. https://doi.org/10.1142/S1363919616400028
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Dos Autores
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
