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

11 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
Pages (from-to)428-444
Number of pages17
JournalAsia Pacific Journal of Marketing and Logistics
Issue number2
Publication statusPublished - 14 Jan 2020


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


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