ID: 62749
Autoria:
Ronaldo de Oliveira Santos Jhunior, Natalie Georgia Carina Johnston, João Maurício Gama Boaventura, Edson Ricardo Barbero.
Fonte:
Revista de Administração da Unimep, v. 19, n. 1, p. 26-50, Janeiro-Abril, 2021. 25 página(s).
Palavras-chave:
Stakeholder Theory , Value Co-creation , Value Creation
Tipo de documento: Artigo (Inglês)
Ver Resumo
In the context of studies on value creation in organizations, the topic of value co-creation has gained interest among researchers and practitioners as a concept that aims to describe value-creation between multiple stakeholders, however, the majority of research has strongly focused on exploring how value is co-created between the firm and two types of stakeholders: customers and consumers. The initial definitions of value co-creation state that it means a joint creation of value by the company and the customer. Therefore, in the present study, it is understood that, since there is an already existing focus on the idea of the firm-consumer relationship for co-creation, it is necessary to deepen the understanding within the subject regarding the possibility of applying the concept to a multistakeholder scenario. Within the Stakeholder Theory, scholars have undertaken the task of understanding how value is created through the interaction and exchange among Stakeholders. The Stakeholder Theory argues that a firm exists through interaction with its stakeholders and that business is about creating value with and for stakeholders. Firms that seek to serve the interests of a broad set of stakeholders will be able to create more value over time. Corroborating with this, the development and maintenance of favorable and productive stakeholder relationships are essential in creating value for an organization. Thus, the main objective of this research is to identify how the concept of value co-creation is embedded in studies related to the Stakeholder Theory. As auxiliary objectives, this work aimed to provide a theoretical framework for studies on value co-creation as a concept in the management literature; to identify interconnections between the Stakeholder Theory and the concept of value co-creation; and to propose new research paths. In the text, a systematic analysis was developed, approaching value creation and co-creation from its first developments until more recent times, considering the stakeholder theory. Concerning the developed propositions, we discussed: (1) The concept of value co-creation can be applied to several types of stakeholders other than consumers; (2) A firm that understands the motivation behind the resource integration of stakeholders can develop better stakeholder relationships through value co-creation; (3) A firm’s decision-maker has a direct influence on the co-creation of value in a multi-stakeholder system; and (4) Different stakeholders have common interests with the firm and with other stakeholders. In this way, the research sought to contribute to filling a theoretical gap existing in the stakeholder literature. It is hoped that the data presented, as well as the developed propositions, encourage the exploration of new paths of research on the theme of co-creation in stakeholder theory.
