Customers becoming creators: how firms leverage technology and consumers for new value

Pierre Dal Zotto (), Sylvain Colombero, Federico Pigni and Meyer Haggège
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Pierre Dal Zotto: EESC-GEM Grenoble Ecole de Management, CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Sylvain Colombero: EESC-GEM Grenoble Ecole de Management
Federico Pigni: EESC-GEM Grenoble Ecole de Management
Meyer Haggège: EESC-GEM Grenoble Ecole de Management

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Abstract: Purpose The rapid development of information and communication technologies (ICTs) has facilitated consumers' involvement in firms' value creation processes through increasingly near real-time information exchanges. This strategic opportunity configures new forms of ICT-enabled collaboration between firms and consumers. Firms can now immediately react to consumers' requests/complaints, having gained real-time visibility of consumers' actions and behaviors. Despite the increasing deployment of ICT-enabled value co-creation projects, managers still poorly apprehend them as high-potential strategic initiatives. Design/methodology/approach This paper investigates this gap through a multiple qualitative case study based on 17 organizations that successfully implement ICT-based value co-creation initiatives, including Lego, Netflix and Blablacar. Findings This study identifies two dimensions of the ICTs' value co-creation process, namely, the firms' involvement and customers' role, in this co-creation process. Through these dimensions, four ICT-based co-creation initiatives are observed and defined: community, customers' contributions create the firms' value proposition (FVP); customization, customers' service consumption personalize FVP; reputation, customers' contributions about the offered services completes the FVP; and sense, an algorithmic approach, designed to focus on learning from customers' consumption tailors FVP. Originality/value This study advances a framework supporting managerial decision-making concerning the aptitude of co-creation initiatives to meet organizational goals. Managers may gain insight from its use especially in assessing emerging opportunities to engage consumers in the value creation process.

Keywords: consumer work; digital economy; value co-creation; IT value; strategic initiative; digital strategy (search for similar items in EconPapers)
Date: 2018-07-27
Note: View the original document on HAL open archive server: https://hal.science/hal-04171035v1
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Published in Journal of Business Strategy, 2018, 39 (4), pp.42-65. ⟨10.1108/JBS-06-2017-0087⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04171035

DOI: 10.1108/JBS-06-2017-0087

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