دانلود رایگان مقاله انگیزه ها و منابع برای ایجاد ارزش در یک اکوسیستم چندگانه: یک دیدگاه مدیریتی

abstract

Addressing the recent appreciation of value co-creation lying with multiple stakeholders beyond the consumer, this paper explores the motives and resources for value co-creation within a multi-stakeholder ecosystem using a case study research design. The study’s context is the Universal Exposition 2015, an ecosystem comprising disparate actors, analyzing their experiences of value co-creation from a managerial perspective. Findings show that key motives to participate in such multi-stakeholder value co-creation are reputation enhancement, experimentation, and relationship building. Through innovative resource integration practices and individual leadership characteristics, a polyphonic process of co-creation emerges that builds upon the diverse and conflicting identities. Moreover, fundamental enablers of multi-stakeholder value co-creation are trust, inclusiveness, and openness. The paper offers managerial implications with specific suggestions for harnessing value cocreation among stakeholders in multi-stakeholder ecosystems through shared purpose definition, gatekeeper identification and infrastructure design.

4. Findings and discussion

Drawing from the fieldwork case and the review of the literature, two important dynamics in stakeholder value co-creation were identi- fied: (1) the motives that lead to co-creation, and (2) the resources that the organization of Expo2015 share with stakeholders to harness the co-creation process. A set of seven propositions frames these dynamics. 4.1. Why stakeholders engage in co-creation Most academic studies focused on consumers’ motivations to cocreate, while multi-stakeholders’ motivations have not been explored (Gyrd-Jones & Kornum, 2013). Consumers vary considerably in their interest and ability to engage usefully in co-creation tasks; the same was apparent in stakeholders. However, while consumers’ activities can be led by intrinsic motivations such as fun, enjoyment of the “flow” state (Füller, 2010) where individuals create for the sake of creation, stakeholder co-creation is mainly driven by extrinsic motives focused on the potential outcome in terms of economic results, long and shortterm goals, and specific externally-derived objectives. The findings of this study show that reputation enhancement, experimentation, and relationship motives, are the most salient and recurrent triggers to co-create Expo2015.