Managing co-creation in innovative business models: the case of sharing economy

GRIECO, CECILIA, CERRUTI, CORRADO
2018 Sinergie Italian Journal of Management  
Purpose of the paper: The purpose of the paper is to analyze how co-creation is managed within the innovative business models of sharing economy platforms. Methodology: Case studies analysis has been performed on three sharing economy platforms. Platforms have been selected according to the extent to which innovation driven by co-creative processes was evincible in the value proposition, in the profit formula or in the key processes and resources. The cases have been analyzed through the
more » ... through the D.A.R.T. model that defines the four places of co-creation (dialogue, access, risk, transparency). Findings: The analysis shows that there is a link between the type of innovation and the dimension of co-creation. In particular: Dialogue is relevant when cocreation refers to the innovation of the value proposition; Access is more stressed when co-creation drives the innovation in the key resources and processes; Risk comes to be underlined in the platform where co-creation involves the definition of the profit formula. Transparency is a common element across all of the analyzed cases. Research limits: Shortcomings concern the selection of the theoretical framework, the exclusion of platforms other than C2C and the focus on secondary data. Practical implications: The analysis allows to understand the dimensions of co-creation that emerge as being particularly relevant in sharing economy platforms where the innovation of the business model is based on the involvement of customers. Originality of the paper: This work provides a joint analysis of BMI and co-creation as emerging in sharing economy platforms, proposing an integrated interpretation of these phenomena.
doi:10.7433/s106.2018.06 fatcat:l4rid746hndedo5qrmqpdbkc5m