Co-Creation of Value in Digital Ecosystems: A Conceptual Framework

The aim of this paper is to integrate the concept of co-creation of value with digital ecosystems and propose the impact of this integration on aspects of firm performance. The focus of the paper is on platforms that exist within digital ecosystems and the consumer-firm interaction under co-creation of value. Digital ecosystems are divided into four types of platform ecosystems based on the underlying theoretical foundation – goods dominant (GD) or service dominant logic (SD), and the source of innovation – customer or organization driven. The conceptualized propositions suggest that co-created digital ecosystems have a direct positive impact on customer satisfaction, sales, and market growth, reduce the risks associated with product development and necessitate a change in the roles and responsibilities of the sales & marketing department. This paper contributes to the literature on cocreation of value and digital ecosystems.