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Examining the Value Co-Creation Mechanism of Channel System: From Customer Engagement to Actor
Engagement

Examining the Value Co-Creation Mechanism of Channel
System: From Customer Engagement to Actor Engagement

Ta-Kai Yang, Department of International Business Administration, Chinese Culture University
Shih-Chin Chiang, Professional Master’s Program in Business Administration, National Taiwan
University
Heng-Chiang Huang, Department of International Business, National Taiwan University

1. Purpose/Objective

In a competitive business environment, companies need to interact, compete, coexist,
and continually develop with their suppliers and customer networks. Therefore, companies

must determine how to enable network members to participate in value chain activities and
co-create value directly or indirectly. Drawing on Actor Engagement (AE) perspective,
this study explores the following research questions:
(1) Whether and how actors within a channel system (manufacturers, suppliers, and

business customers) continue to engage in co-selling activities, despite experiencing
goal differences and inconsistent expectations.
(2) What are the driving forces of Value Co-creation (VCC) among channel actors?
(3) What market activities do actors employ to create value through co-selling?

(4) What resources, capabilities, and processes do actors require to maintain their VCC
activities?

2. Design/Methodology/Approach

This study adopts a single-case qualitative research approach and the focal case for
this study is BRIDGECON Co., LTD, an aesthetics medical company established in 2016.
Based on Yin (2009), we use the triangulation method for data collection, which

includes direct observation, interviews with participants, and secondary data analysis
(Woodside and Wilson, 2003). For direct observation, we participate in company meetings,
observe interactions between the focal company and other actors and record relevant
critical information in observation memos. We also conduct semi-structured interviews

with key actors, including executives, managers of key customers, and senior executives

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