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

Abstract

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.

Citation

Bonamigo, A., Frech, C.G. and Lopes, A.C.C. (2022), "Value co-creation in the B2B context: a diagnosis of knowledge management based on multiple case studies", Journal of Business & Industrial Marketing, Vol. 37 No. 7, pp. 1449-1462. https://doi.org/10.1108/JBIM-11-2020-0528