December 2009

What motivates a consumer to become involved in the production process? Why would competitors cooperate within a business ecosystem? How does co-creating value fit into the management of innovation? What is co-design and does it provide value beyond monetization? What role can co-creation play in a business strategy? These are some of the questions that the authors address in this issue of the OSBR.

As always, we encourage readers to share articles of interest with their colleagues, and to provide their comments either online or directly to the authors. We hope you enjoy this issue of the OSBR.

The editorial theme for the upcoming January issue of the OSBR is Success Factors. Submissions are due by December 20--contact the Editor if you are interested in a submission.

Dru Lavigne



The December issue of the OSBR continues our discussion on the topic of value co-creation. According to Prahalad and Krishnan, most of the succesful companies in 2015 will be using value co-creation practices and companies that do not make the efforts to adopt such practices will soon lack a serious competitive advantage. Business models based on value co-creation are not simply adopting a new possible way of doing business. Value co-creation business models follow the way society goes and missing this tendency might be critical for businesses. The key danger is to try seeing value co-creation within the context of our old thinking. This is an easy human mistake that could lead to the wrong questions to answer. In exploring value co-creation, we have not discussed all the possible answers, but have set a stage for finding the right questions.

Michael Etgar discusses the factors that may enhance the ability of consumers to engage in co-production.

Tony Bailetti and David Hudson provide an analysis of the multiple aspects of value co-creation within the context of business ecosystems.

Stoyan Tanev, Mette Knudsen and Wolfgang Gerstlberger discuss the emerging value co-creation paradigm within the context of innovation management.

Liz Sanders and George Simons suggest a social vision for value co-creation that helps in organizing the seemingly disparate application of three types of value co-creation: monetary, use/experience and social. Their focus is on the social type of value.

Alex Pedrosa provides some first insights from a qualitative study focusing on the different types of value that all relevant stakeholders could expect from engaging in co-innovation.

Venkat Mangudi answers the question "what lessons can "green" computing learn from open source?"

We hope you enjoy learning more about this editorial theme as much as we enjoyed putting this issue together. Please feel free to contact the authors or the editors for questions, insights, or comments on this important topic.

Stoyan Tanev

Guest Editor

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