VALUE CO-CREATION FOR MARKETING INNOVATION: COMPARATIVE STUDY IN THE SME COMMUNITYH WIDJOJO, A FONTANA, G GAYATRI, AW SOEHADI – International Journal of Innovation Management, 2019. https://doi.org/10.1142/S1363919620500309
AbstractThe study of value co-creation for marketing innovation in the small–medium enterprise (SME) community is still overlooked despite its contribution to economic development. This study offers a platform of value co-creation model for marketing innovation, multi-channel marketing company and compares its application to the green and business-as-usual SME communities. Structural equation modelling is conducted to test the hypotheses of both model applications. Key persons in the community were interviewed to enrich the quantitative results. The result shows the relationships between collaborative networks and dynamic interactions with resource integration as well as their impact on marketing innovation. Collaborative networks and dynamic interactions demonstrate significant and positive influences on marketing innovation in the business-as-usual SME community, whereas the green SME community only engages in internal dynamic interactions to build internal value co-creation. Policymakers may adopt this model to evaluate SMEs’ business performance by measuring the value co-creation effect on the community’s capacity development.