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

Yang, T. K., Chiang, S. C., and Huang, H. C. 2024. Examining the Value Co-Creation Mechanism of Channel System: From Customer Engagement to Actor Engagement. NTU Management Review, 34 (2): 45-90. https://doi.org/10.6226/NTUMR.202408_34(2).0002

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

Abstract

In a competitive business environment, the issue that how market actors with conflicting goals could collaborate and create value should be considered crucial. To address this issue, the present study constructs a value co-creation development model from an actor engagement perspective by examining the market activities between Taiwan' s sales agents, original manufacturers, and customers. We adopt a single case method; the aesthetic medical equipment manufacturer BRIDGECON Co., Ltd. is the focal case. Eight respondents participate in an in-depth interview. The findings indicate that information sharing, mutual benefit, and risk sharing drive value co-creation among actors. This study also provides a theoretically grounded classification of value co-creating practices and identifies the service system' s underlying process, resources, and capabilities.  


Keywords

value co-creationcustomer engagementactor engagement


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