Value co-creation models in agricultural e-commerce service ecosystems: A strategic perspective

The aim of this research was to explore how and why focal firms co-create value with actors in the agricultural e-commerce service ecosystems. We adopted a multiple-case analysis approach to examine the practical operation and value co-creating strategies of the agricultural e-commerce service ecosystem. Based on our results, we propose four value co-creation models for agricultural e-commerce service ecosystems: market adaptation, mission focus, inclusive development, and disruptive innovation. There are fundamental distinctions among different types of value co-creation strategies, shaping the competitive advantages of service ecosystems. Conceptualizing value co-creation strategies bridges the strategic thinking of service-dominant logic and actor interactions within a more general framework. Moreover, resource mobilization could be a critical factor that enables ecosystem actors to access the resources necessary to co-create value. Our results provide much-needed empirical evidence to serve as a reference for managers.