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Value, also known as co-creation, is recognized as the outcome of collaborative efforts between both parties. However, knowledge is currently limited regarding the motivations and mechanisms driving customers to engage in co-production and value co-creation. Therefore, the current study aims to investigate co-production in enhancing value co-creation. Previous research has predominantly explored the linear effects of commitment and asset specificity on co-production. To expand on this foundation, our study goes a step further by including the potential quadratic effects of commitment and asset specificity on co-production. Although moderate levels of commitment and asset specificity may enhance co-production, higher levels are implied to possibly impede it. Considering that co-production requires collaboration between customers and service employees, this study includes the characteristics of service employees, such as self-monitoring and self-efficacy, identifying their moderating roles in aiding active co-production and ultimately enhancing the value co-creation.

We employed linear, nonlinear and hierarchical moderated regression analysis to test our hypotheses.

Our findings provide evidence for the positive linear effects and negative quadratic effects between commitment, asset specificity and co-production. The inverted-U relationships suggest an existing optimal commitment and asset specificity that maximize co-production. Results also suggest that co-production influences value co-creation and self-efficacy and self-monitoring positively moderates the relationship between co-production and value co-creation.

By applying the core provisions of S-D logic, this study contributes to marketing literature by analyzing the dyadic process of co-production. Dyadic data collection from both customers and service employees provides a comprehensive understanding of the co-production process, allowing academics to recognize service employees’ self-efficacy and self-monitoring that contribute to effective co-production and value co-creation in service processes.

Business Process Reengineering (BPR) eliminates non-value-added (NVA) and essential non-value-added (ENVA) waste through radical process redesign to improve organizational operations. Comprehensive research integrating BPR tools is needed to understand their benefits for manufacturing firms. This research presents an integrated BPR-simulation framework tailored to the manufacturing sector to maximize process improvements and operational excellence.

The BPR design methodology adopts a systematic, multi-stage approach. The first phase involves identifying a specific improvement process aligned with BPR's core objectives. This phase analyses and redesigns workflows to optimize task sequences, roles, and stakeholder interactions while eliminating redundancies and inefficiencies via Workflow Process Reengineering. Visual process mapping tools, including VSM and simulation, pinpoint areas of waste, delay, and potential enhancement. The second phase follows the workflow analysis and aims to improve efficiency and effectiveness by redefining roles, rearranging tasks, and integrating automation and technology solutions. The redesigned process undergoes evaluation against key performance indicators to ensure measurable improvements are achieved. The final phase validates the proposed changes through simulation models, assesses the impact on key performance metrics, and establishes the necessary infrastructure for successful implementation. The proposed model is empirically validated through a case study of a leading apparel company in Vietnam, confirming its effectiveness.

The findings reveal that NVA activities are being eliminated, and ENVA activities in key departments are significantly reduced. This yielded a substantial improvement, reducing 25 out of 186 combined ENVA and NVA operations in the sewing facility, involving a decrease of 15 ENVA operations and the removal of 10 NVA operations. Consequently, this led to an 8.5% reduction in the proportion of ENVA operations, accompanied by a complete 100% elimination of NVA activities.

The single case study limits generalizability; thus, expanded implementation across diverse manufacturing sub-sectors is required to establish validity and broader applicability of the integrated framework.

The experimental results highlight the proposed model's effectiveness in optimizing resource utilization and its practical implementation potential. This structured BPR methodology enables organizations to validate, evaluate, and establish proposed process changes to enhance operational performance and productivity.