VALUE CO-CREATION FOR MARKETING INNOVATION: COMPARATIVE STUDY IN THE SME COMMUNITY

Handyanto Widjojo (), Avanti Fontana (), Gita Gayatri () and Agus W. Soehadi ()
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Handyanto Widjojo: Universitas Indonesia, Faculty of Economics and Business, Gedung Pascasarjana Lt.2, Depok 16424, Jawa Barat, Indonesia
Avanti Fontana: Universitas Indonesia, Faculty of Economics and Business, Gedung Pascasarjana Lt.2, Depok 16424, Jawa Barat, Indonesia
Gita Gayatri: Universitas Indonesia, Faculty of Economics and Business, Gedung Pascasarjana Lt.2, Depok 16424, Jawa Barat, Indonesia
Agus W. Soehadi: #x2020;Universitas Prasetiya Mulya, School of Business and Economics, Kavling Edutown I.1, Jl. BSD Raya Utama, BSD City, Tangerang 15339, Banten, Indonesia

International Journal of Innovation Management (ijim), 2019, vol. 24, issue 03, 1-31

Abstract: The study of value co-creation for marketing innovation in the small–medium enterprise (SME) community is still overlooked despite its contribution to economic development. This study offers a platform of value co-creation model for marketing innovation and compares its application to the green and business-as-usual SME communities. Structural equation modelling is conducted to test the hypotheses of both model applications. Key persons in the community were interviewed to enrich the quantitative results. The result shows the relationships between collaborative networks and dynamic interactions with resource integration as well as their impact on marketing innovation. Collaborative networks and dynamic interactions demonstrate significantly positive influences on marketing innovation in the business-as-usual SME community, whereas the green SME community only engages in internal dynamic interactions to build internal value co-creation. Policymakers may adopt this model to evaluate SMEs’ business performance by measuring the value co-creation effect on the community’s capacity development.

Keywords: Value co-creation; marketing innovation; collaborative networks; dynamic interaction; SME community (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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DOI: 10.1142/S1363919620500309

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