What is it about?
A framework is derived and developed from service-dominant logic (SDL) and supported by consumer culture theory (CCT).
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Why is it important?
The result shows that a collaboration network with external actors and the dynamic interaction within the community drive resource integration forming value co-creation platform and lead to innovation in product, process, marketing and organization.
Perspectives
A combination of SDL and CCT provides a new marketing perspective of value co-creation concept. SDL offers an understanding of multi-actor value co-creation that is built from the knowledge and skills-based resources. CCT unveils the roles of the community in developing the positive perception of organic products in the market ecosystem.
Handyanto Widjojo
Universitas Prasetiya Mulya
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This page is a summary of: Value co-creation for innovation: evidence from Indonesian Organic Community, Asia Pacific Journal of Marketing and Logistics, September 2019, Emerald,
DOI: 10.1108/apjml-02-2019-0105.
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