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Value co-creation process of integrated product-services: Effect of role ambiguities and relational coping strategies
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Innovation and Design.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Innovation and Design.ORCID iD: 0000-0003-3255-414X
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Innovation and Design.ORCID iD: 0000-0002-8770-8874
2016 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 56, p. 108-119Article in journal (Refereed) Published
Abstract [en]

Co-creating value is central to providing product–service solutions. The present study contributes to a better understanding of the transition process from traditional transaction-oriented roles to future co-creation roles within provider–customer relationships. Our inductive analysis of cross-comparative case studies, including eight provider–customer relationships, identifies significant role ambiguities among actors involved in this transition. In addition to identifying challenges, we explain how relational coping strategies help the partners manage the presence of role ambiguities during the value co-creation process. Notably, three types of role ambiguities (vague role expectations, unclear role descriptions and uncertain role scripts) often serve as barriers to co-creating value across different phases of the value co-creation process and require different relational response strategies (role clarification, role redefinition and role adaption) to cope with unclear expectations, responsibilities and demands. The present study contributes to the emerging literature on value co-creation by underlining the role dynamics in provider and customer relationships during the co-creation process of product–service solutions.

Place, publisher, year, edition, pages
2016. Vol. 56, p. 108-119
National Category
Other Engineering and Technologies not elsewhere specified
Research subject
Entrepreneurship and Innovation
Identifiers
URN: urn:nbn:se:ltu:diva-5041DOI: 10.1016/j.indmarman.2016.03.013ISI: 000380414700011Scopus ID: 2-s2.0-84963705977Local ID: 30f8c654-8ce4-4e26-ba2e-e7041a5a7182OAI: oai:DiVA.org:ltu-5041DiVA, id: diva2:977915
Note
Validerad; 2016; Nivå 2; 20151105 (davron)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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Sjödin, David RönnbergParida, VinitWincent, Joakim

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