Understanding value co-creation in complex services with many actors

Abstract

Purpose

The purpose of this paper is to explore the concept of value co-creation in complex value networks with many actors. Electronic health records (EHRs) are innovations that warrant deep study to properly introduce such a complex system.

Design/methodology/approach

The paper describes a qualitative study based on Grounded Theory to understand value co-creation from multiple actors’ perspectives in a National EHR Service Project: the Portuguese Health Data Platform.

Findings

Study results enabled further development of the value co-creation concept in complex environments with multiple actors. More specifically they allowed: operationalizing the value co-creation concept by identifying its factors and outcomes, understanding how value co-creation factors and outcomes are interconnected, and understanding of how value co-creation for each actor depends on his/her own actions and the actions of other actors, in a complex set of interactions and interdependencies.

Practical implications

The findings have implications for service managers seeking to understand how actors participating in the network integrate resources and interact to co-create value. The study highlights the need for designing and managing services to co-create value, not only by enabling dyadic interactions between the customer and the service provider, but also by supporting and enabling value co-creation interactions among different actors in the network.

Originality/value

This study responds to the need for empirical research on value co-creation in many-to-many contexts and for operationalizing the value co-creation concept.

Citation

Pinho, N., Beirão, G., Patrício, L. and P. Fisk, R. (2014), "Understanding value co-creation in complex services with many actors", Journal of Service Management, Vol. 25 No. 4, pp. 470-493. https://doi.org/10.1108/JOSM-02-2014-0055