Integration of traditional, transitioning & transformative digital technologies for value co-creation in B2B: A process model

The nuanced understanding of process that firms in the B2B setting undergo for VCC and the role different types of technologies play in that process is missing. We adopted a research design that comprised of four sequential phases to address this gap. In first phase, we conducted a systematic review of literature. In second phase, we deductively developed an integrated 3 × 3 framework illustrating the usage of different types of technologies across the three stages of VCC. In third phase, we conducted semi-structured interviews with 25 practitioners to validate the framework. Finally, in fourth phase, we developed a process model to explain how digital technology can be leveraged in each step of VCC. The process model in the backdrop of integrated framework is novel as it codifies the individual activities of VCC and brings out the nuances involved at the interaction of the activities and stages. The findings can catalyse B2B VCC at a higher speed by establishing faster feedback loops through the integration of digital technologies in each of the process steps. The gaps in research and practice on how businesses co-creating value can iterate to get a testable product with a measurable outcome while leveraging digital technologies are discussed.