Understanding the Factors Affecting Employees’ Motivation to Engage in Co-Creation in the Banking Industry

Anna Feldmann and Frank Teuteberg ()
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Anna Feldmann: University of Osnabrueck, School of Business Administration and Economics, Institute of Information Management and Information Systems Engineering, Chair of Accounting and Information Systems, Katharinenstr. 1, D-49074 Osnabrueck, Germany
Frank Teuteberg: University of Osnabrueck, School of Business Administration and Economics, Institute of Information Management and Information Systems Engineering, Chair of Accounting and Information Systems, Katharinenstr. 1, D-49074 Osnabrueck, Germany

International Journal of Innovation and Technology Management (IJITM), 2020, vol. 17, issue 02, 1-21

Abstract: Increasing digitalization and new technological possibilities also entail substantial changes for working methods in the B2B (business-to-business) environment in banking. In this context, the concept of co-creation is critical. Although this concept and the motivation factors behind it have been thoroughly investigated in the B2C (business-to-consumer) sector, only a few research results exist for the B2B context. This study aims to bridge the current knowledge gap and investigate individuals’ motivation to participate in B2B co-creation. By using a case study and qualitative interviews, this study focuses on two aspects: (a) It reveals how a co-creation measure is used in practice in the B2B environment; and (b) it provides information on the motivation factors and outcome from the point of view of the participants in the B2B co-creation project. The paper concludes with an integrative model of the main motivation factors behind B2B co-creation and their effects.

Keywords: Co-creation; motivation; interview study; case study; B2B; banking industry (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1142/S0219877020500157

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