Value co-creation for innovation: evidence from Indonesian Organic Community

Purpose The purpose of this paper is to explore how value co-creation in the Indonesian Organic Community overcomes the resource limitations of small enterprises through the integration of collective resources to drive innovation. A framework is derived and developed from service-dominant logic (SDL...

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Bibliographic Details
Published in:Asia Pacific journal of marketing and logistics 2020-01, Vol.32 (2), p.428-444
Main Authors: Widjojo, Handyanto, Fontana, Avanti, Gayatri, Gita, Soehadi, Agus W
Format: Article
Language:English
Subjects:
Collaboration
Consumer behavior
Consumers
Consumption
Ecosystems
Innovations
Knowledge
Marketing
Small & medium sized enterprises-SME
Sustainability
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Summary:Purpose The purpose of this paper is to explore how value co-creation in the Indonesian Organic Community overcomes the resource limitations of small enterprises through the integration of collective resources to drive innovation. A framework is derived and developed from service-dominant logic (SDL) and supported by consumer culture theory (CCT). It also offers a specific strategy that is required for the growth and sustainability of the organic-products entrepreneurship. Design/methodology/approach Applied thematic analysis was performed by combining observation and in-depth interviews to multi-actors in the community. Findings 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. Originality/value 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.
ISSN:1355-5855
1758-4248
DOI:10.1108/APJML-02-2019-0105