Sustainable Value Co-Production and Co-Creation in Virtual Reality: An Exploratory Research on Business-to-Business Interactions

Marcelo Royo-Vela, Grzegorz Leszczyński and Mariell Velasquez-Serrano
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Marcelo Royo-Vela: Department of Commercialization and Market Research, Faculty of Economics, University of Valencia, 46022 Valencia, Spain
Grzegorz Leszczyński: Corvinus Institute for Advanced Studies, Corvinus University of Budapest, 1093 Budapest, Hungary
Mariell Velasquez-Serrano: Faculty of Economics, University of Valencia, 46022 Valencia, Spain

Sustainability, 2022, vol. 14, issue 13, 1-16

Abstract: The objective of this study is to identify the environment for business interactions in virtual reality in the value co-production and co-creation process and to understand how such an environment enables the sustainable development of co-creational activities. This paper takes the concepts of value co-production and co-creation and presence and the Actors, Resources, and Activities Model as conceptual references for the exploration of interactions in virtual reality. Using ten in-depth interviews with senior managers, this paper takes an exploratory case analysis perspective. Results show how the sense of presence—level of immersion to which a medium that produces seemingly accurate representations of objects, events, and people, can submerge the perceptual system of a user—is the primary technical resource enabling the performance of value co-production and co-creational activities inside VR simulations. Additionally, the VR consultants and the hiring firms become the actors, organizing the value-co-production and co-creation practices; those customers and employees are the actors performing five co-creational activities that can result in valuable outcomes for the VR consultants and the hiring firms. Virtual reality is one of the newest vehicles used for the co-production and co-creation of value, for innovating existing products, for sustainable creation of new marketing offerings, or for managing network relations. This study contributes to existent literature by showing the process and practice of value co-production and value co-creation taking place in virtual reality simulations in B2B settings.

Keywords: virtual reality; value co-creation; value co-production; business-to-business; business interactions; ARA (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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