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| Customer Participation in Value Co-creation, Customer Knowledge Transfer and Ambidextrous Innovation |
| Tian Hong,Tian Jiahui,Zhang Yaqiu |
| （School of Business and Management, Jilin University, Changchun 130000, China） |
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Abstract With the diversification and refinement of market demand and the high variability of customer touchpoints, enterprises are no longer the only dominant player in the market, which means it is a great challenge to adapt to the fierce market environment by themselves. Enterprises urgently need to adjust their ideas to rethink the relationship between the market, customers and enterprises, as well as the ecological model. At the same time, the accelerated technological iteration has led to a competitive environment full of unknowns and challenges. Innovation is considered one of the sources that help enterprises adapt to changes and win the competition. Rapid response and continuous innovation are the keys for enterprises to stay competitive in a complex and unstable environment. However, how enterprises can enhance innovation to respond to the above changes is the key issue that enterprises need to address urgently.#br#The knowledge-based view assumes that innovation depends on high-level knowledge management and the knowledge held by an enterprise is the key to the formation of unique resources and capabilities. As the innovation subjects, enterprises need to continuously absorb and integrate internal and external knowledge resources to enhance innovation and improve the level of value creation. According to the service-dominant logic, the role of customers has changed from value receiver to value co-creator. Customers have become active participants and collaborative partners in the relationship exchange, and they will co-create value with the enterprise by participating in the entire service value chain. It will have a significant impact on enterprise innovation activities whether an enterprise can effectively absorb and utilize customer knowledge and value proposition through customer relationship management, so as to integrate customers into the innovation chain and promote corporate ambidextrous innovation through customer participation in value co-creation. #br#Therefore this study aims to reveal the role of customer participation in value co-creation on corporate ambidextrous innovation and the mediating role of customer knowledge transfer in the above relationship based on the knowledge-based view and the service-dominant logic. In addition, this study explores the moderating role of promotion focus based on the regulatory focus theory. This study uses Chinese service industry enterprises as a sample, and through the empirical analysis of 224 valid questionnaire data, the findings show that customer participation in value co-creation positively influences ambidextrous innovation. Customer knowledge acquisition dimension partially mediates between customer participation in value co-creation and radical innovation. Customer knowledge acquisition dimension and customer knowledge transformation application dimension partially mediate between customer participation in value co-creation and incremental innovation. Promotion focus positively moderates the relationship between customer participation in value co-creation and customer knowledge acquisition dimensions.#br#This study has three theoretical contributions as follows. First, it introduces customer participation in value co-creation as a way for enterprises to acquire and absorb external heterogeneous knowledge resources into the field of enterprise innovation management and knowledge management research. Unlike the existing research on customer participation in value co-creation, which is mostly focused on marketing, service management and brand management at the functional level, this study is based on the innovation management and knowledge management perspective at the enterprise level. The study embeds customer participation in value co-creation with the enterprise as the mainstay. It explores how enterprises can rely on value co-creation activities with customers to absorb and integrate knowledge, expand the enterprise knowledge base, and enhance the level of ambidextrous innovation.#br#Second, based on the knowledge-based view, this study explores the mechanism of the role of customer participation in value co-creation for corporate ambidextrous innovation. The role of two dimensions, customer knowledge acquisition dimension and customer knowledge transformation application dimension, in the above relationship is refined and investigated, and the differential impact of these two dimensions on corporate ambidextrous innovation is further explored. The findings are both a re-conceptualization of the effectiveness of customer participation in value co-creation occurrence and an important expansion to complement the formation mechanism of corporate ambidextrous innovation. This study helps to provide new ideas for promoting the study of corporate ambidextrous innovation, namely by including customers in the corporate innovation process.#br#Third, the regulatory focus theory is extended to the study of corporate ambidextrous innovation at the enterprise level. The boundary role of promotion focus in the process of customer participation in value co-creation influencing corporate ambidextrous innovation is explored, which provides a new theoretical research perspective for the regulatory focus theory. This study innovatively introduces the regulatory focus theory into the research on innovation management and knowledge management at the enterprise level and effectively identifies the influence of internal factors of enterprises on the interaction process of value co-creation and knowledge transfer between enterprises and customers. The boundary for enterprises to facilitate customer knowledge transfer paths has been clarified, and the scope of application of the regulatory focus theory has been enriched and expanded.#br#
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Received: 07 September 2021
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