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Value co-creation and appropriation of platform-based alliances in cooperative advertising

Zhang, L; Chen, F-W; Xia, S-M; Cao, D-M; Ye, Z; Shen, C-R; Maas, G; (2021) Value co-creation and appropriation of platform-based alliances in cooperative advertising. Industrial Marketing Management , 96 pp. 213-225. 10.1016/j.indmarman.2021.06.001.

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Abstract

Digital platforms help develop the open value co-creation strategic alliances, reshape traditional B2B relationships, and promote inclusive social innovation. This research explores the nature of coopetition between the digital platform and its participants. The focus is on how the platform-based alliance balances the contradiction between value creation and appropriation. The support evidence derives from a Stackelberg game in the context of cooperative advertising. Either the platform or the participant supporting advertising in the alliance prompts a Pareto improvement for all players. But the increased profit would be mainly occupied by the dominant platform. The incentive mechanism of profit sharing can promote the alliance to co-create value in a sustainable manner. The game illustrates the significance of cooperative relationships to co-create a larger total value and the existence of an unequal win-win relationship in the strategic alliance. The contradictory logic of cooperation and competition can be accommodated in the platform-based alliance. The dynamic coopetition is involved in a partially convergent interest structure and impacted by power asymmetry. The results highlight the balance between the tensions and harmonies through value creation and appropriation.

Type: Article
Title: Value co-creation and appropriation of platform-based alliances in cooperative advertising
DOI: 10.1016/j.indmarman.2021.06.001
Publisher version: http://doi.org/10.1016/j.indmarman.2021.06.001
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: Platform-based Alliance, Coopetition, Value co-creation, Value appropriation, Cooperative advertising, Power asymmetry
UCL classification: UCL
UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment > The Bartlett Sch of Const and Proj Mgt
URI: https://discovery.ucl.ac.uk/id/eprint/10129417
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