Value Co-Creation in Industrial Buyer-Seller Partnerships ... - Doria

7.4 Realizing value co-creation potential through processes of valueco-creationSo far I have established, in this case, that a positive trade-off between benefits andsacrifices of involvement is a prerequisite for a relationship to exist. There also has to beinterdependence between the parties in order for value co-creation potential to exist. Thisleads to the next turn in the argumentation i.e. realization of the potential through processesof value co-creation.As I suggested in theoretical argumentation earlier, I take the starting point from theHåkansson & Prenkert (2004) conceptualization of types of activity systems involvingdifferent value-creating processes with different outcomes i.e. that a certain type of activitysystem aims at efficiency while another type aims at effectiveness in resource use. In thisframework four basic types of business exchange activity systems are presented:buying/selling, producing/using, cooperation, and networking (Ibid. p 91). A partnershipfalls into the category of a cooperation activity system. The outcome of this type of activitysystem is argued to be more effective use of resources, ultimately aiming at effectiveness inresource use.The authors argue that there are two different value-creating processes involved inbusiness exchange: the process for creating exchange value and the process for creating usevalue. Exchange value has to do with how efficiently the transaction or resource exchange iscarried out, and use value has to do how well the parties make use of each other’ s resourcesi.e. the effectiveness of their exchange (p. 93). This is illustrated in the figure below.€5&‚¡ƒG„¡…ƒ3†‡5ˆ(‰Š ‚(„(‰T‰„¡…5‹VŒ5‚(Ž5„¥‹©ƒ,Š5ŠƒN› ‰©„S5’ ˆ„ ›{|}G~ {|}W~$— ”Gž Ÿ*¡ — ”3¡;ž ”Wšœ “”;••”G— œ –W”,˜G”;ž ž5Ÿ;•“”;•• –—;–”,˜;— ,š‘ …5‹VŒ5‚(Ž5„S0’ˆ(„ ‘Figure 7.5: Exchange value and use valueAccording to this framework the focal partnership – being a cooperation activity system -should focus on a use value creating process in order to achieve effectiveness in the use ofresources.156