Co-creating value through agents interaction within service network
Abstract: The purpose of this
paper is to gives further understanding on value co-creation mechanisms in B-to-B
service network by reinforcing the processes, the relationships, and influences
of other agents where Collaborative Transportation Management (CTM) forms might
be best employed.
Design/methodology/approach: In order to model the interactions among agents
in the collaboration processes and the value co-creation processes, this
research used three collaboration cases in Indonesia. Then, the agent-based
simulation was used to capture both the collaboration process and the value
co-creation process of the three collaboration cases.
Findings: The interactions among the agents both inside and outside their
collaboration environment determined agent’s role as a value co-creator. The
willingness of an agent to accept the opinion of another agent determined the
degree of their willingness to co-operate and to change their strategies, and
perceptions. Therefore, influenced the size of the value obtained by them in
each collaboration process.
Research limitations/implications: The findings of the simulations subject
to assumptions based on the collaboration cases. Further research is related to
how to encourage agents to co-operate and adjust their perceptions.
Practical implications: It is crucial for the practitioners to interact
with another agent both inside and outside their collaboration environment. The
opinions of another agent inside the collaboration environment also need to be
considered.
Originality/value: This research is derived from its emphasis on how a
value is co-created by reinforcing both the collaborative processes and the
interactions among agents as well as on how CTM might be best employed.
Keywords: value co-creation,
collaboration, transportation services, interaction, agent based modelling,
service network
Author: Liane Okdinawati,
Togar M. Simatupang, Yos Sunitiyoso
Journal Code: jptindustrigg170005