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| Scenario-based Innovation Value Creation Mechanism from the Perspective of Big Data-based Cooperative Assets |
| Zou Bo1,Yang Xiaolong1,Liu Chang2 |
| (1. School of Business, Sun Yat-Sen University, Guangzhou 510275, China;2. Alliance Manchester Business School, University of Manchester, Manchester M4 5FL, United Kingdom) |
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Abstract As the development of digital technologies continues, scenario-based innovation driven by digital technologies has become a great concern. It is the process of applying existing digital technologies to specific scenarios to generate value. However, previous research primarily focused on transaction value and application value created by conventional product innovation without a deep revelation about the creation mechanism of scenario value. In the context of digitalization, the value creation of scenario-based innovation manifests two prominent features: on the one hand, the resource of scenario-based innovation value creation relies more on big data; on the other hand, the process of scenario-based innovation emphasizes the co-creation between users and enterprises. The theory of big-data-based cooperative assets holds the view that enterprises and consumers could transform into digital assets that could be possessed and utilized by each other and generate current or future economic returns during the digital service interaction process, of which the core proposition could theoretically provide internal logic to the value creation mechanism of scenario-based innovation.#br#Therefore, this paper combines the theory of big data-based cooperative assets with scenario-based innovation, proposes the concept of scenario-based big data cooperative asset, and discusses its four types with practical examples to deeply explore the value creation mechanism of scenario-based innovation.#br#Three findings are presented in this paper. Firstly, the content and features of scenario value are identified. Scenario value is defined as the experience value perceived by customers in the case of the matchingbetween the product service and the time, space, and emotional state where the customers are positioned. It has three features derived from the interaction between enterprises and customers: co-creativity, experience and adaptability. Co-creativity highlights the feature of value creation process, while experience and adaptability emphasize the features of the demand side and supply side relatively. In addition, experience and adaptability are outcomes of co-creativity. Secondly, the concept of scenario-based big data cooperative assets is proposed. It refers to the transformation of enterprises and customers into digital assets through digital service interaction in the context composed of time, space, and behavior relations. On the one hand, the proposition of scenario-based big data cooperative assets provides a theoretical lens for the mechanism of scenario-based innovation in the digital economy. It not only fundamentally answers the question of the source of factors in scenario-based innovation, but also shares the same internal logic as scenario-based innovation. On the other hand, the proposition of scenario-based big data cooperative assets extends the big data-based cooperative asset from the perspective of application. It acts as a micro-depiction of the digital assets generated from the interaction between users and enterprises in the digital economy, comprehensively revealing the underlying mechanism of the bilateral interaction between users and enterprises of scenario value creation process. Thirdly, four types of scenario-based big data cooperative asset are divided by two dimensions of the online/offline scenes and the proactiveness of enterprises/users: enterprise-led online scenario, enterprise-led offline scenario, user-led online scenario, and user-led offline scenario. There are generalities and differences of the value creation mechanisms of these four types in the dimensions of the agents, processes, and outcomes of value creation. This paper reveals the mechanism logic of value creation of scenario-based innovation based on the analysis above. First, the big data transforms to scenario-based big data cooperative assets based on the data-generated scenarios and agent-led behaviors. Second, the value creation based on the scenario-based big data cooperative assets is realized through the digital interaction between the enterprises and users.#br#Different from the previous literature that mainly focused on value creation by conventional product innovation, this paper introduces the theory of big data-based cooperative assets as theoretical lens to explore the value creation mechanism and logic of scenario-based innovation in digital economy,which extends the research on scenario-based innovation by revealing its value creation mechanism and facilitates the application of big data-based cooperative assets. This paper suggests that different characteristics of big data-based cooperative assets in various contexts should be analyzed in detail in future research, and the research on value creation mechanism of scenario-based innovation should be combined with frontier practice.#br#
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Received: 30 September 2022
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