Title: Developing the value co-creation scale from an organisational perspective

Authors: Mobin ul Haque

Addresses: University of Management and Technology, Lahore, Pakistan

Abstract: The article reports the results of a two-phased study. Study 1 presents the process of the value co-creation construct development from the organisation's capability point of view. It seeks to advance the value co-creation theory by incorporating the organisational perspective in this regard. The value co-creation from the organisational perspective comprises of three capabilities namely: customer interaction, customer involvement, and organisational openness. Study 2 focuses on validating the psychometric properties of the newly formed construct and also report the results of the proposed hypotheses. Results of SEM-PLS analysis show that the proposed construct exhibits internal consistency, reliability, and validity. The results highlight that the construct has a positive relationship with both the marketing and financial aspects of organisational performance. The results also highlight that customer involvement and customer interaction capabilities relationship with performance is a fully mediated relationship. While organisational openness capability has a direct and positive correlation with performance. The research will help managers in not only implementing value co-creation but will also help in measuring the results of this implementation, hence promoting better management and decision making.

Keywords: value co-creation capabilities; organisational performance; marketing performance; construct development; PLS-SEM; product capability.

DOI: 10.1504/MEJM.2022.126314

Middle East Journal of Management, 2022 Vol.9 No.6, pp.640 - 664

Received: 01 Mar 2021
Accepted: 14 Jul 2021
Published online: 20 Oct 2022 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article