TY - JOUR
T1 - Is co-created value the only legitimate value? An institutional-theory perspective on business interaction in B2B-marketing systems
AU - Massi, Marta
AU - Rod, Michel
AU - Corsaro, Daniela
N1 - Publisher Copyright:
© 2020, Emerald Publishing Limited.
PY - 2021/2/8
Y1 - 2021/2/8
N2 - Purpose: This paper aims to deal with the concepts of “institutions” and “institutional logics” in the context of business-to-business (B2B) marketing systems and uses institutional theory as a framework to look at value co-creation. Design/methodology/approach: By integrating the literature on value co-creation, institutional theory and institutional entrepreneurship, the paper argues that the boundaries of B2B marketing systems are continuously reshaped through legitimation processes occurring through actors’ institutional work, thus making co-created value the only legitimate value. Findings: The paper proposes a conceptual framework and furthers the conceptual development of value co-creation and augments the literature on service-dominant logic and the notion of co-created value by assuming a legitimacy-based B2B market systems perspective. Practical implications: This paper presents a number of propositions that serve to illustrate several managerial implications. These arise from organizations co-creating value by conforming to the various institutional logics that maximize their legitimacy. Originality/value: The paper makes a contribution by developing a critical theoretical framework based on the application of institutional theoretical constructs/concepts (e.g. ceremonial conformity, decoupling, considerations of face, confidence and good faith).
AB - Purpose: This paper aims to deal with the concepts of “institutions” and “institutional logics” in the context of business-to-business (B2B) marketing systems and uses institutional theory as a framework to look at value co-creation. Design/methodology/approach: By integrating the literature on value co-creation, institutional theory and institutional entrepreneurship, the paper argues that the boundaries of B2B marketing systems are continuously reshaped through legitimation processes occurring through actors’ institutional work, thus making co-created value the only legitimate value. Findings: The paper proposes a conceptual framework and furthers the conceptual development of value co-creation and augments the literature on service-dominant logic and the notion of co-created value by assuming a legitimacy-based B2B market systems perspective. Practical implications: This paper presents a number of propositions that serve to illustrate several managerial implications. These arise from organizations co-creating value by conforming to the various institutional logics that maximize their legitimacy. Originality/value: The paper makes a contribution by developing a critical theoretical framework based on the application of institutional theoretical constructs/concepts (e.g. ceremonial conformity, decoupling, considerations of face, confidence and good faith).
KW - B2B marketing systems
KW - Institutional entrepreneurship
KW - Institutional theory
KW - Institutionalization
KW - Legitimacy
KW - Value co-creation
UR - http://www.scopus.com/inward/record.url?scp=85090199107&partnerID=8YFLogxK
U2 - 10.1108/JBIM-01-2020-0029
DO - 10.1108/JBIM-01-2020-0029
M3 - Journal Article
AN - SCOPUS:85090199107
SN - 0885-8624
VL - 36
SP - 337
EP - 354
JO - Journal of Business and Industrial Marketing
JF - Journal of Business and Industrial Marketing
IS - 2
ER -