Value Co-Creation in Data-Driven Services: Towards a Deeper Understanding of the Joint Sphere

Abstract

While the co-creation of value between provider and customer(s) is a common theme in service research, continued theoretical conceptualization is required to guide more effective design of services. In order to advance understanding of value co-creation, we have conducted a pre-study consisting of 16 interviews in the application domain of data-driven services—services that support the decision-making process of customers through the provision of data and analytics. Adopting the theoretical lens of joint spheres, we present empirical evidence that the proportions of the joint sphere can vary with differences in interaction, access to customer processes or behaviors and decision power. As a next step, we propose a final case study phase to further explore factors that influence the proportion of joint sphere and, thus, the provider’s real value creation. Understanding how real value creation is impacted by the resource integration of provider and customer(s) will ultimately enable the purposeful design of data-driven services for effective value co-creation.

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