Users' Involvement in Value Co‐Creation: The More the Better?

Benoît Desmarchelier, Faridah Djellal () and Faïz Gallouj
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Benoît Desmarchelier: CLERSÉ - Centre Lillois d’Études et de Recherches Sociologiques et Économiques - UMR 8019 - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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[24]). The model allows to represent various cases of co-creation: (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. One the other hand, we find that co-production can increase inequalities of satisfaction among consumers. Also, while scenarios with learning consumers offer the highest potential for value co-creation, a negative relationship emerges between the number of learning consumers and organizational performance. We thank the two anonymous reviewers for their very insightful comments on an earlier version of this paper. This paper draws on a research carried out within the Co-Val project, funded by the European Commission under the Horizon 2020 framework.

Keywords: Value co-creation; organizational learning; modelling * (search for similar items in EconPapers)
Date: 2019-10-31
New Economics Papers: this item is included in nep-cmp
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Published in European Management Review, inPress, ⟨10.1111/emre.12365⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02354136

DOI: 10.1111/emre.12365

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