Value co-creation in the B2B context: a diagnosis of knowledge management based on multiple case studies

• Published in: The Journal of business & industrial marketing 2022-05, Vol.37 (7), p.1449-1462
• Main Authors: Bonamigo, Andrei, Frech, Camila Guimarães, Lopes, Ana Carolina Custódio
• Format: Article
• Language: English
• Subjects: Asymmetry; Business services; Business to business commerce; Case studies; Collaboration; Competitive advantage; Customer services; Innovations; Knowledge management; Manufacturing; Marketing; Research methodology; Trust
• ISSN: 0885-8624; 2052-1189
• DOI: 10.1108/JBIM-11-2020-0528

Purpose This study aims to empirically investigate how organizations delivering services in business-to-business relations deal with the boundary paradox and knowledge asymmetry in value co-creation. Design/methodology/approach This study adopted a qualitative multiple case study strategy. Datas were gathered through 13 semi-structured interviews that were then analyzed through the content analysis. Findings The authors identified three mechanisms that organizations use to deal with the boundary paradox and two strategies to handle the knowledge asymmetry. Research limitations/implications First, no opportunities were afforded to involve more participants. Second, owning to confidentiality reasons, not all organizations provided us documents to be analyzed. Practical implications The findings guide managers in balancing the use of contracts and trust in inter-firm collaborations and fostering the learning of customers. Also, insights to protect knowledge based on the paradox of openness in value co-creation. Originality/value This study’s findings address the gap in value co-creation literature concerning the lack of empirical studies.