THE ROLE OF VALUE CO-CREATION IN THE APPLICATION OF SERVICE-DOMINANT LOGIC THEORY IN ODOO INNOVATION MARKETING PROGRAMS
Keywords:
Marketing, Service-Dominant-Logic, Software Development, Odoo Innovation
Abstract
Researchers examined a company engaged in software development, providing several applications or software to help run the company. This study aims to propose a marketing program to evaluate the features contained in the company's products. This study used a descriptive qualitative method with data collection through observation, in-depth interviews, company secondary data, and documentation collection. This research resulted in an analysis of the proposed Odoo Innovation program, namely adding features to the Odoo application. The theory of Service-Dominant Logic assists the proposed program with the concept of Value Creation to assist companies in increasing sales. Service-dominant logic, with the idea of Value Co-Creation, can help the company's marketing develop and become a strength for PT Panemu Solusi Industri.
References
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Gligor, D. M., & Maloni, M. J. (2022). More is not always better: The impact of value co-creation fit on B2B and B2C customer satisfaction. Journal of Business Logistics, 43(2), 209–237.
Gremyr, I., Birch-Jensen, A., Kumar, M., & Löfberg, N. (2022). Quality functions use customer feedback as activation triggers for absorptive capacity and value co-creation. International Journal of Operations and Production Management, 42(13), 218–242.
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Osborne, S. P. (2018). From public service-dominant logic to public service logic: Can public service organizations co-production and value co-creation? Public Management Review, 20(2), 225–231.
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Rusthollkarhu, S., Hautamaki, P., & Aarikka-Stenroos, L. (2020). Value (co-)creation in B2B sales ecosystems. Journal of Business and Industrial Marketing, 36(4), 590–598.
Sadyk, D., & Islam, D. M. Z. (2022). Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan. Sustainability (Switzerland), 14(1).
Scarlett, G., Reksoprawiro, R., Amelia, N., & Wibowo, A. J. I. (2022). Institutions and technology in the value co-creation process of restaurant consumers: a service-dominant logic perspective. TQM Journal, 34(3), 357–376.
Scholtysik, M., Reinhold, J., Koldewey, C., & Dumitrescu, R. (2021). Sustainability through the digitalization: Exploring potentials and designing value co-creation architectures for product-service-systems. Proceedings of the Design Society, 1, 2871–2880.
Schreieck, M., Wiesche, M., & Krcmar, H. (2021). Capabilities for value co-creation and value capture in emergent platform ecosystems: A longitudinal case study of SAP’s cloud platform. Journal of Information Technology, 36(4), 365–390.
Shen, W., Nie, Y., Long, C., Song, Z., Zhang, Q., & Tang, D. (2022). Research on the Mechanism of Collaborative Value Co-Creation of Enterprise–Science Community: A Case Study Based on the Green Brand Maoduoli. Sustainability (Switzerland), 14(22).
Solakis, K., Katsoni, V., Mahmoud, A. B., & Grigoriou, N. (2022). Factors affecting value co-creation through artificial intelligence in tourism: a general literature review. Journal of Tourism Futures.
Suryana, L. A., Mayangsari, L., & Novani, S. (2017). A virtual co-creation model of the hijab fashion industry in Indonesia. International Journal of Business and Society, 18(S2), 409–424.
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van Klyton, A., Tavera-Mesias, J. F., & Castaño-Muñoz, W. (2022). Value co-creation and co-destruction in the first cashless society in Colombia – a middle range theory approach. Information Technology and People, 35(4), 1298–1325.Vargo, S.L., Koskela-Huotari, K., and Vink, J. (2020). ServiceDominant Logic: Foundations and Applications. In Bridges, E. and Fowler, K. (Eds.) The Routledge Handbook of Service Research Insights and Ideas, (p. 3-23).
Xu, F., Tan, J., Lu, L., Li, S., & Qin, L. (2021). How does value co-creation behavior affect destination loyalty? A role-switching perspective. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1805–1826.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Adams, J., Khan, H., A., Raeside, R.,& White, D. (2007). Research Methods for Graduate Business and Social Science Students. New Delhi: Response Books.
Arfansyah, H. J., & Marsasi, E. G. (2023). The Effect of Attitude and Trust on Behavioral Intention In The Modern Market Industry. Jurnal Economic Resource, 6(1), 90–102.
Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Karaosmanoglu, E. (2023). Testing the relationship between value co-creation, perceived justice and guests’ enjoyment. Current Issues in Tourism, 26(4), 587–602.
Babu, M. M., Dey, B. L., Rahman, M., Roy, S. K., Syed Alwi, S. F., & Kamal, M. M. (2020). Value co-creation through social innovation: A study of sustainable strategic alliance in telecommunication and financial services sectors in Bangladesh. Industrial Marketing Management, 89(August 2019), 13–27.
Bagaskara, R., & Marsasi, G. (2023). Indonesian Journal of Economics and Management The Effect of Self-Congruity and Trust Toward Brand Loyalty Based on Image Congruity Theory. Indonesian Journal of Economics and Management, 3(2), 231–244. https://doi.org/10.35313/ijem.v3i2.4726
Bragge, J., Tuunanen, T., & Marttiin, P. (2009). Inviting Lead-users from Virtual Communities to Co-create Innovative IS Services in a Structured Groupware Environment. In Service Science (Vol. 1, Issue 4).
Chulatep Senivongse et al, 2020. Absorptive capacity efficacy in SMEs: evidence from multiple case studies in the information technology industry June 2020 Knowledge Management Research & Practice
Cluley, V., & Radnor, Z. (2021). Rethinking co-creation: the fluid and relational process of value co-creation in public service organizations. Public Money and Management, 41(7), 563–572.
Creswell, J, W., & Creswell, J, D. (2018). Research Design: Qualitative, Quantitative, and Mix Methods Approaches 5th edition. Los Angeles: Sage.
Fan, X., & Luo, Y. (2020). Value Co-Creation: A Literature Review. Open Journal of Social Sciences, 08(02), 89–98.
Gligor, D. M., & Maloni, M. J. (2022). More is not always better: The impact of value co-creation fit on B2B and B2C customer satisfaction. Journal of Business Logistics, 43(2), 209–237.
Gremyr, I., Birch-Jensen, A., Kumar, M., & Löfberg, N. (2022). Quality functions use customer feedback as activation triggers for absorptive capacity and value co-creation. International Journal of Operations and Production Management, 42(13), 218–242.
Guo, Y., Zhu, Y., & Chen, J. (2021). Business model innovation of it-enabled customer participating in value co-creation based on the affordance theory: A case study. Sustainability (Switzerland), 13(10).
Harandi, A., Mehdi, M., Fazel, A., & Amini, M. T. (n.d.). Strategic Model of Value Co-Creation of University with Emphasis on Fourth and Fifth-Generation Universities
Hsiung, T. F., Cheng, Y. H., & Han, Z. X. (2021). Sustainable partnership: Operational condition analysis for brand value co-creation. Sustainability (Switzerland), 13(12).
Hu, X., & Li, X. (2022). How does customer psychological empowerment affect value co-creation? An empirical study of travel agencies in Mainland China. Asia Pacific Business Review, 28(3), 431–459.
Khajeheian, D., & Ebrahimi, P. (n.d.). Media branding and value co-creation: effect of user participation in social media of newsmedia on attitudinal and behavioural loyalty. In European J. International Management: Vol. X.
Lawson, B., Statsenko, L., & Shokri-Ghasabeh, M. (2022). Value co-creation in asset integrity and improvement portfolio: evidence from the Australian mining industry. Journal of Engineering, Design and Technology, 20(2), 516–542.
Li, G., Wu, J., & Li, N. (2022). Identifying the Value Co-Creation Model and Upgrading Path of Manufacturing Enterprises from the Value Network Perspective. Sustainability (Switzerland), 14(23).
Lumivalo, J., Tuunanen, T., & Salo, M. (2023). Value Co-Destruction: A Conceptual Review and Future Research Agenda. Journal of Service Research, 0(0), 1–18.
Mačiulienė, M., & Skaržauskienė, A. (2021). Conceptualising blockchain-based value co-creation: A service science perspective. Systems Research and Behavioral Science, 38(3), 330–341.
Manurung, H., Yudoko, G., & Okdinawati, L. (2023). A conceptual framework of supply chain resilience towards sustainability through a service-dominant logic perspective. In Heliyon (Vol. 9, Issue 3). Elsevier Ltd.
Marsasi, E. G., & Yuanita, A. D. (2023). Investigating the Causes and Consequences of Brand Attachment of Luxury Fashion Brand: the Role of Gender, Age, and Income. Media Ekonomi Dan Manajemen, 38(1), 71.
Menet, G., & Szarucki, M. (2020). Impact of Value Co-Creation on International Customer Satisfaction in the Airsoft Industry: Does Country of Origin Matter? Journal of Risk and Financial Management, 13(10), 223.
Michael Kataev, Larisa Bulysheva, Lida Xu, Yuri Ekhlakov, Natalia Permyakova & Vukica Jovanovic, 2020. Fuzzy model estimation of the risk factors impact the promotion target of the software product. Enterprise Information Systems.
Nidhi, N., & Hakhu, R. (2022). Impact of success and hindrance factors of digital marketing on IT professionals of the software development industry. International Journal of Health Sciences.
Osborne, S. P. (2018). From public service-dominant logic to public service logic: Can public service organizations co-production and value co-creation? Public Management Review, 20(2), 225–231.
Peltier, J. W., Dahl, A. J., & Swan, E. L. (2020). Digital information flows across a B2C/C2C continuum and technological innovations in service ecosystems: A service-dominant logic perspective. Journal of Business Research, 121, 724–734.
Pervez, T., Khawaja, K. F., & Sarfraz, M. (2022). An empirical investigation of value co-creation on customer loyalty: the mediating role of customer trust. In Int. J. Economics and Business Research (Vol. 23, Issue 1).
Ratten, V. (2022). Coronavirus (COVID-19) and social value co-creation. International Journal of Sociology and Social Policy, 42(3–4), 222–231.
Rubalcaba, L., Strokosch, K., Hansen, A. V., Røhnebæk, M., & Liefooghe, C. (2022). Insights on Value Co-Creation, Living Labs and Innovation in the Public Sector. In Administrative Sciences (Vol. 12, Issue 1). MDPI.
Rusthollkarhu, S., Hautamaki, P., & Aarikka-Stenroos, L. (2020). Value (co-)creation in B2B sales ecosystems. Journal of Business and Industrial Marketing, 36(4), 590–598.
Sadyk, D., & Islam, D. M. Z. (2022). Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan. Sustainability (Switzerland), 14(1).
Scarlett, G., Reksoprawiro, R., Amelia, N., & Wibowo, A. J. I. (2022). Institutions and technology in the value co-creation process of restaurant consumers: a service-dominant logic perspective. TQM Journal, 34(3), 357–376.
Scholtysik, M., Reinhold, J., Koldewey, C., & Dumitrescu, R. (2021). Sustainability through the digitalization: Exploring potentials and designing value co-creation architectures for product-service-systems. Proceedings of the Design Society, 1, 2871–2880.
Schreieck, M., Wiesche, M., & Krcmar, H. (2021). Capabilities for value co-creation and value capture in emergent platform ecosystems: A longitudinal case study of SAP’s cloud platform. Journal of Information Technology, 36(4), 365–390.
Shen, W., Nie, Y., Long, C., Song, Z., Zhang, Q., & Tang, D. (2022). Research on the Mechanism of Collaborative Value Co-Creation of Enterprise–Science Community: A Case Study Based on the Green Brand Maoduoli. Sustainability (Switzerland), 14(22).
Solakis, K., Katsoni, V., Mahmoud, A. B., & Grigoriou, N. (2022). Factors affecting value co-creation through artificial intelligence in tourism: a general literature review. Journal of Tourism Futures.
Suryana, L. A., Mayangsari, L., & Novani, S. (2017). A virtual co-creation model of the hijab fashion industry in Indonesia. International Journal of Business and Society, 18(S2), 409–424.
T. B. Minina, O.I. Popova, N. M. Gagarina, M. S. Agababayev, & T. Zh. Solosichenko (2021). IT Company Marketing Strategy as a Factor of Corporate Sustainability. Advances in Economics, Business, and Management Research, volume 195.
van Klyton, A., Tavera-Mesias, J. F., & Castaño-Muñoz, W. (2022). Value co-creation and co-destruction in the first cashless society in Colombia – a middle range theory approach. Information Technology and People, 35(4), 1298–1325.Vargo, S.L., Koskela-Huotari, K., and Vink, J. (2020). ServiceDominant Logic: Foundations and Applications. In Bridges, E. and Fowler, K. (Eds.) The Routledge Handbook of Service Research Insights and Ideas, (p. 3-23).
Xu, F., Tan, J., Lu, L., Li, S., & Qin, L. (2021). How does value co-creation behavior affect destination loyalty? A role-switching perspective. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1805–1826.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2023-10-27
How to Cite
Afaf, I., & Marsasi, E. (2023). THE ROLE OF VALUE CO-CREATION IN THE APPLICATION OF SERVICE-DOMINANT LOGIC THEORY IN ODOO INNOVATION MARKETING PROGRAMS. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 843-872. https://doi.org/10.31955/mea.v7i3.3446
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