Authors: Donia Waseem; Sergio Biggemann; Tony Garry
This paper explores the role of actor goal frames in value co-creation through a service-dominant logic lens in an industrial context. Adopting an industrial ethnographic approach, the principal researcher engaged with the participants in a car and tile manufacturing firm. A total of 71 employees were interviewed and observed over a period of five months. Secondary data were also collected from both firms, which included a quarterly magazine, presentations and published research reports. We find that employee goal frames influence the way employees experience work and co-create value. Three key goal frames influence value co-creation: (1) individual (i.e., positive emotions, recognition, learning and growth, and work content) (2) relative (i.e., concerns for other individuals) and (3) collective (i.e., contributing to the collective entity). The paper contributes to the extant literature in three ways: it offers goal frames as a new construct to understand employee value co-creation it conceptualizes the connection between goal frames and value co-creation and it investigates an important, yet ignored, stakeholder i.e., employees, and hence contributes to a more balanced theoretical foundation for S-D logic in an industrial context.
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Publish Year: 2019
Conference: Paris, France (2019)