دانلود رایگان مقاله ایجاد ارزش همکاری بین شرکت و مشتریان

Abstract

To better understand how big data interconnects firms and customers in promoting value co-creation, we propose a theoretical framework of big data-based cooperative assets based on evidence of multiple case studies. We identify four types of big data resources and four types of associated digital platforms, and we explore how firms develop the cooperative assets by transforming big data resources via the theoretical lens of service-dominant logic. This study offers a new theoretical perspective on value co-creation and an alternative competitive strategy in the era of big data for firms.

6. Conclusion

Despite the fact that big data is recognized as a new form of capital in the digital era, little research has been done about how big data becomes valuable assets to customers and firms. Based on evidence from multiple cases, this study proposes a process model that describes how big data is transformed from resources into cooperative assets in value co-creation processes. We identify four types of customer roles in value co-creation context and analyze four different big data information resources generated by these roles: transactional, communicational, participative, and transboundary. We find that cooperative assets are created through the interactions of actors in the value co-creation process, and the benefits from the cooperative assets are bilateral and shared between the participating actors. Last but not the least, we find that transforming digital resources into value assets requires applying heterogeneous resource bases and cooperative capabilities from both actors. This study connects big data with SD logic, and theorizes the process of big data transformation from resources to assets. Thus, this study provides new insights for academics and practitioners for understanding what big data value is and where it comes from. This study also calls for more future research on the value of big data within the value cocreation context in order to develop better insights on competitive strategy in the big data era.