Purpose

Scholars have affirmed that a conceptualization of value co-creation in business relationships should reflect the nature and characteristics of interactional processes that occur in use. The advent of sales and marketing technologies, however, is changing the nature and dynamics of interactions. New trends in digitalization have played a significant role in emphasizing and facilitating the occurrence of business-to- business (B2B) collaborative or sharing economy. The B2B sharing economy and value co-creation are closely intertwined, as businesses harness the power of shared resources and collaboration to generate value in diverse ways. This study highlights the importance of going beyond value co-creation in studying B2B collaborative economy, unpacking the interconnected value processes that influence value co-creation. It also aims at showing the activities that characterize multiple joint value spheres among actors.

Design/methodology/approach

The study consists of 49 qualitative interviews with managers operating in different industries.

Findings

The paper shows that when considering digital B2B contexts, five joint value spheres in business relationships should be considered: a value co-creation, a value appropriation, a value communication, a value measurement and a value representation sphere. Each one is characterized by specific activities that are relevant from a managerial point of view.

Originality/value

This study highlights that value co-creation has often been over stressed when discussing business interactions, also with the advent of new technologies. Rather, this study offers a more comprehensive view of value co-creation that includes different value processes occurring in joint value spheres. These further processes are relevant because failure and success in business relationships within the B2B sharing economy are often dependent from activities outside the value co-creation process, which strongly affect it. Such knowledge will also open up new research venues and opportunities to better contribute to the practice of value management in business relationships.

中文翻译：

---

B2B 协作经济：联合领域视角

目的

学者们已经确认，商业关系中价值共同创造的概念应该反映使用中发生的交互过程的性质和特征。然而，销售和营销技术的出现正在改变互动的性质和动态。数字化新趋势对于强调和促进企业对企业（B2B）协作或共享经济的发生发挥了重要作用。B2B 共享经济和价值共创紧密相连，企业利用共享资源和协作的力量以多种方式创造价值。本研究强调了在研究 B2B 协作经济时超越价值共同创造的重要性，揭示影响价值共同创造的相互关联的价值过程。它还旨在展示行为者之间多个共同价值领域的活动。

设计/方法论/途径

该研究对不同行业的管理者进行了 49 次定性访谈。

发现

该论文表明，在考虑数字 B2B 环境时，应考虑业务关系中的五个联合价值领域：价值共同创造、价值挪用、价值沟通、价值衡量和价值表示领域。每一项活动都具有从管理角度来看相关的特定活动的特点。

原创性/价值

这项研究强调，随着新技术的出现，在讨论业务交互时，价值共同创造往往被过度强调。相反，本研究提供了对价值共同创造的更全面的看法，其中包括共同价值领域中发生的不同价值过程。这些进一步的流程是相关的，因为 B2B 共享经济中业务关系的失败和成功通常依赖于价值共创流程之外的活动，而价值共创流程对其影响很大。这些知识还将开辟新的研究场所和机会，更好地促进商业关系中价值管理的实践。