Value co-creation for innovation: evidence from Indonesian Organic Community

Handyanto Widjojo, Avanti Fontana, Gita Gayatri, Agus W. Soehadi

Research output: Contribution to journalReview articlepeer-review

5 Citations (Scopus)


Purpose: The purpose of this paper is to explore how value co-creation in the Indonesian Organic Community overcomes the resource limitations of small enterprises through the integration of collective resources to drive innovation. A framework is derived and developed from service-dominant logic (SDL) and supported by consumer culture theory (CCT). It also offers a specific strategy that is required for the growth and sustainability of the organic-products entrepreneurship. Design/methodology/approach: Applied thematic analysis was performed by combining observation and in-depth interviews to multi-actors in the community. Findings: The result shows that a collaboration network with external actors and the dynamic interaction within the community drive resource integration forming value co-creation platform and lead to innovation in product, process, marketing and organization. Originality/value: A combination of SDL and CCT provides a new marketing perspective of value co-creation concept. SDL offers an understanding of multi-actor value co-creation that is built from the knowledge and skills-based resources. CCT unveils the roles of the community in developing the positive perception of organic products in the market ecosystem.

Original languageEnglish
JournalAsia Pacific Journal of Marketing and Logistics
Publication statusAccepted/In press - 1 Jan 2019


  • Community
  • Consumer culture theory
  • Innovation
  • Organic
  • Service-dominant logic
  • Value co-creation


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