Understanding the Factors Affecting Employees' Motivation to Engage in Co-Creation in the Banking Industry

Autor(en): Feldmann, Anna
Teuteberg, Frank 
Stichwörter: B2B; banking industry; BARRIERS; Business & Economics; case study; Co-creation; CUSTOMERS; FIRMS; INNOVATION; interview study; Management; motivation; MOTIVES
Erscheinungsdatum: 2020
Herausgeber: WORLD SCIENTIFIC PUBL CO PTE LTD
Journal: INTERNATIONAL JOURNAL OF INNOVATION AND TECHNOLOGY MANAGEMENT
Volumen: 17
Ausgabe: 2
Zusammenfassung: 
Increasing digitalization and new technological possibilities also entail substantial changes for working methods in the B2B (business-to-business) environment in banking. In this context, the concept of co-creation is critical. Although this concept and the motivation factors behind it have been thoroughly investigated in the B2C (business-to-consumer) sector, only a few research results exist for the B2B context. This study aims to bridge the current knowledge gap and investigate individuals' motivation to participate in B2B co-creation. By using a case study and qualitative interviews, this study focuses on two aspects: (a) It reveals how a co-creation measure is used in practice in the B2B environment; and (b) it provides information on the motivation factors and outcome from the point of view of the participants in the B2B co-creation project. The paper concludes with an integrative model of the main motivation factors behind B2B co-creation and their effects.
ISSN: 02198770
DOI: 10.1142/S0219877020500157

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