Co-Creating Digital Transformation

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Author(s): Özgecan Kalkan (Maltepe University, Turkey)
Copyright: 2022
Pages: 20
Source title: Handbook of Research on Digital Transformation Management and Tools
Source Author(s)/Editor(s): Richard Pettinger (University College London, UK), Brij B. Gupta (Asia University, Taichung, Taiwan & Lebanese American University, Beirut, Lebanon), Alexandru Roja (Babeș-Bolyai University, Cluj-Napoca, Romania)and Diana Cozmiuc (Ioan Slavici University, Timisoara, Romania)
DOI: 10.4018/978-1-7998-9764-4.ch018

Keywords: Business Science Reference / Knowledge Management and Library Science / Management Science / Technology Adoption & Evolution

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Abstract

The purpose of this chapter is to discuss two subfields of marketing, namely digital transformation and co-creation, that share common characteristics and possess key differences. The initial focus is on the digital transformation subfield, in terms of the definition, phases, strategies, business models and resource integration, and finally, the new technologies and platforms. Subsequently, the chapter provides in-depth information on the value co-creation subfield focusing on value definition, innovation and co-creation, and the service-dominant logic. Value co-creation and digital transformation have emerged because academics in both subfields have been discussing new questions raised by the advent of new technologies on how value from delivering new products and services can be captured. This chapter argues that these two subfields are converging to enable resource integration through similar sources such as platforms created through digital ecosystems. Working together, the two fields can improve their potential to find better solutions to improve the transformation process.

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