Co-creation of Ecosystem-level Value Propositions

A joint value proposition has been claimed to be a fundamental part of ecosystems' success. The propositions have been either end-customer or ecosystem leader-centric and focusing on functional and financial value. However, according to social exchange theory, the ecosystem actors are likely to expect to be equally rewarded from their value creation efforts and thus the value propositions should be evaluated on ecosystem-level. Secondly, the value denotes much more than just functional and financial value. This study proposes that also emotional, and social value propositions should be included when designing an ecosystem. The study was conducted in two phases. First, the ecosystem value proposition literature was reviewed to define the required value dimensions. After that, the dimensions were applied in a multiple case study. The results show that emotional, epistemic, and social dimensions, as well as ecosystem-level value propositions, require more scholarly attention.