Creating Competitive Advantage through Implementation of Engagement Platforms in Value Co-Creation Process
Introduction: With an increased competition in every business sector, the term ‘co-creation’ plays an important role for
higher growth in business with the involvement of customers. This could be achieved by one of the mode that is ‘value cocreation’.
Co-creation provides forum for customers and firms to share combine and renew each other’s resources and
capabilities to create value through new forms of interaction.
Literature Review and Research Gaps: The theoretical concept considered for this research is Building blocks of value cocreation:
DART model (Prahalad and Venkat Ramaswamy 2004), Modern marketing theories (Vargo and Lush, 2006), Cocreation
benefits (Fuller, 2010). Accumulating customer retention is one of the means of building competitive advantage
which could be attained through co-creation process. This process has been implemented by very few counted companies
where the studies on service sector industries is sparse in theoretical and practical development.
Research Method: The proposed conceptual model demonstrates and proposes an empirical setting to investigate the
theoretical relational path drawn from the literature to test through hypothesis. The approach of this investigation is
exploratory, descriptive which incorporates quantitative data where empirical findings show the level of significance of the
Finding and Conclusion: This research is hence an effort to add a little in the sparse knowledge base and an effort to shed
light on engagement marketing topic “value co-creation. The variable is effective engagement platforms which imparts
positive and significant effect in value co-creation process.
Theoretical and practitioner implications: Incorporating this variable would help in involving customers as well also help
in satisfying and retaining customers. Managers could focus on acquainting the level of co-creation, because it encourages
various advantages for the industry to increase their business opportunities through innovation, creativity and new insights
Limitations: As this research is confined to analyses and investigations ofantecedent’s of value co-creation model, the
review of literature suggests that there is wide range of issues that might have some impact on co-creation. But to keep the
study in manageable proportions for analysis and maintain meanness, only four theoretically driven rational variable have
been included in this study as predictors of value co-creation.
Keywords - Value Co-Creation, Competitive Advantage, Offline Platforms, Online Platforms.