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Co-creation of value by open innovation: unlocking new sources of competitive advantage.

Garcia Martinez, Marian (2014) Co-creation of value by open innovation: unlocking new sources of competitive advantage. Agribusiness: An International Journal, 30 (2). pp. 132-147. ISSN 1520-6297. (doi:10.1002/agr.21347) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:41761)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1002/agr.21347

Abstract

A focus on the consumer has been recognized as the key to unlocking new sources of competitive advantage.

central stage as opposed to a product and firm-centric view. Through an explorative case study, the paper

a supplier, is leading to more open approaches as consumers are involved in the process. By understanding

develop superior value propositions relevant to their target consumer base. The case underscores the role

value of desirable consumer segments, by taking consumers as a partner or co-producer instead of an

from commodity sectors, where the lowest cost provider holds sway by embracing consumers’ ideas as part

of the innovation process.

Item Type: Article
DOI/Identification number: 10.1002/agr.21347
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Marian Garcia
Date Deposited: 15 Jul 2014 09:25 UTC
Last Modified: 06 May 2020 03:10 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/41761 (The current URI for this page, for reference purposes)
Garcia Martinez, Marian: https://orcid.org/0000-0003-2689-2417
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