How Value Cocreation Encourages Innovation Diffusion: An Exploratory Case Study

Chia-Chang Tsai ()
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Chia-Chang Tsai: National Taipei University, Bachelor Degree Program of Digital Marketing

A chapter in Technology Management for Intelligent, Open and Responsible Organizations and Ecosystems, 2026, pp 196-204 from Springer

Abstract: Abstract Traditional innovation diffusion theories view diffusion as a linear process, often neglecting consumers’ active roles. This study, grounded in value cocreation and service-dominant logic, reinterprets diffusion as a dynamic, interactive process. Using Xiaomi as a case study, we propose a framework emphasizing value cocreation’s role in accelerating market diffusion. Compared to traditional models, this framework better explains rapid adoption, extending diffusion to services and experiences. The study contributes by: 1) introducing a value cocreation–centered framework; 2) validating it through Xiaomi’s case; and 3) providing theoretical and practical insights for innovation management and marketing.

Keywords: diffusion of innovation; value cocreation; service-dominant logic; cocreation; dynamic process (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-23124-6_25

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DOI: 10.1007/978-3-032-23124-6_25

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