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NTU Management Review Vol. 34 No. 3 Dec. 2024

rental go and clearly show a present value-in-use. However, online streaming or video-
on-demand platforms have removed this queue, having dematerialized the structured and
standardized metadata of the disc rental. IT infrastructure have changed and dematerialized
this information. Mechanisms like this one can be dematerialized by technological

infrastructure.
Once information is dematerialized from the physical world, it can easily be
manipulated and moved around. The dematerialization creates liquid information that can

be easily bundled and unbundled (Lycett, 2013; Normann, 2001), since IT infrastructure
can liberate us from time (when things can be done), place (where things can be done),
actors (who can do what), and configurations (with whom it can be done). As an outcome
for the value co-creation process of this dematerialization process, information density
comprises a (re)combination outcome mobilized for a specific time and place.

Unbundling and re-bundling information can appear in the online streaming business
model. The liquefaction of subscriber information can provide a flexible choice to watch
their favorite movies easily without any constraints. Further, it can also offer a dynamic

recommendation system for subscribers to watch similar movies due to the liquefication
of the subscribers’ information. It can help explain the content to promote trust, rating,
ranking, and review. Streaming services can rebundle this process by providing a similar
recommendation system to other subscribers. Customers can be involved in the co-creation
process in this resource integration as the outcome of the dematerialization process,

including bundling and re-bundling activities.

3. Research Methodology

3.1 Data Collection and Analysis
We conduct an observatory case study with ESL as a key actor in retail digital
transformation (Eisenhardt, 1989) by collecting internet data to answer our research
questions. Internet data sources can be categorized as secondary data, which can be

undertaken if the interview and direct observation are not possible. Secondary data sources
can help scholars reduce the distance between the researcher and the original data context
(Romano, Donovan, Chen, and Nunamaker, 2003). In addition, employing and utilizing
substantial data sources can provide essential stakeholder perspectives, which might be

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