Dark Side of Value Co-creation Strategies

Purpose: The purpose of this research is to identify the saturation effects of the
consumer company identification, involvement and value co-creation in the fashion and car
industry in Colombia.
Design/methodology/approach: It has been defined to use the method of quadratic structural
equations allowing analyzing the behavior of variables in a non-linear way, maintaining the
advantages of structural equation models. To reach the objective has been collected a survey of
400 consumers from the Fashion and Automotive sectors in Colombia who have participated in
value co-creation processes has been carried out.
Findings: The results show that consumer involvement has a maximum level of influence on
consumer company identification, from which the benefits begin to decrease for both the fashion
and automotive sectors. In the case of the value co-creation, it also shows that it has a maximum
level in which its implementation has benefits on the consumer company identification.
Research limitations/implications: Within the limitations, it can be found that the information
used describes particularities of a country considered in the process of development where its
cultural characteristics can affect the perceptions of consumers. Practical implications: Most
companies generate strategies that allow them to improve relationships with their consumers
through collaborative processes that allow them to add value to their processes and products.
However, such strategies have decreasing behaviors over time that generate less benefit both in
their performance and in their relationships with their clients. In this way, companies will have
evidence of the need to establish temporary plans in which a strategy will generate greater
benefits.
Social implications: The results of the research allow us to understand the individual and social
characteristics that are fundamental for the implementation of strategies aimed at including the
consumer in the design processes to create value for the company.
Originality/value: Most of the literature in the field of the Service dominant logic has focused
on empirical studies that show the benefits of the implementation of value co-creation. However,
it is possible to find studies in which the possibility of finding results in processes of value cocreation unsatisfactory for both companies and for the consumer is considered. It is precisely in
the negative results that the present study has defined as the main purpose of the research.