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Co-Creating Digital Transformation

Co-Creating Digital Transformation

Özgecan Kalkan
Copyright: © 2022 |Pages: 20
ISBN13: 9781799897644|ISBN10: 1799897648|EISBN13: 9781799897651
DOI: 10.4018/978-1-7998-9764-4.ch018
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MLA

Kalkan, Özgecan. "Co-Creating Digital Transformation." Handbook of Research on Digital Transformation Management and Tools, edited by Richard Pettinger, et al., IGI Global, 2022, pp. 415-434. https://doi.org/10.4018/978-1-7998-9764-4.ch018

APA

Kalkan, Ö. (2022). Co-Creating Digital Transformation. In R. Pettinger, B. Gupta, A. Roja, & D. Cozmiuc (Eds.), Handbook of Research on Digital Transformation Management and Tools (pp. 415-434). IGI Global. https://doi.org/10.4018/978-1-7998-9764-4.ch018

Chicago

Kalkan, Özgecan. "Co-Creating Digital Transformation." In Handbook of Research on Digital Transformation Management and Tools, edited by Richard Pettinger, et al., 415-434. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-7998-9764-4.ch018

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Abstract

The purpose of this chapter is to discuss two subfields of marketing, namely digital transformation and co-creation, that share common characteristics and possess key differences. The initial focus is on the digital transformation subfield, in terms of the definition, phases, strategies, business models and resource integration, and finally, the new technologies and platforms. Subsequently, the chapter provides in-depth information on the value co-creation subfield focusing on value definition, innovation and co-creation, and the service-dominant logic. Value co-creation and digital transformation have emerged because academics in both subfields have been discussing new questions raised by the advent of new technologies on how value from delivering new products and services can be captured. This chapter argues that these two subfields are converging to enable resource integration through similar sources such as platforms created through digital ecosystems. Working together, the two fields can improve their potential to find better solutions to improve the transformation process.

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