Co-creation of sustainability can be defined as the collaborative creation and implementation of sustainability-advancing knowledge, concepts, and transformations. In the context of globalized business operations, companies must embrace collaboration with various stakeholders, including customers, partners, and suppliers while encouraging active participation in the co-creation of shared value. In their efforts to co-create shared value, digital technologies enable various stakeholders to seamlessly interact and contribute to value creation across the entire value network. Ongoing digitalization facilitates access to new technologies such as artificial intelligence, machine learning, and blockchain while also eliminating the time and space barriers that previously hindered organizations’ ability to engage in sustainability co-creation. This chapter draws upon a broad range of theoretical and empirical insights from various disciplines to examine the concept of co-creation of sustainability and its facilitation through the digitalization of the global business environment. Specifically, we explore sustainability co-creation within the context of global value networks, positioning it as an approach to relationship-oriented sustainability marketing. The chapter addresses several managerial challenges related to potential input factors, the co-creation process, and the output. The chapter highlights practical managerial implications and recommendations for future research.

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Co-creation of Sustainability in Digitalized Global Value Networks

  • Guido Grunwald,
  • Ali Kara,
  • John E. Spillan

摘要

Co-creation of sustainability can be defined as the collaborative creation and implementation of sustainability-advancing knowledge, concepts, and transformations. In the context of globalized business operations, companies must embrace collaboration with various stakeholders, including customers, partners, and suppliers while encouraging active participation in the co-creation of shared value. In their efforts to co-create shared value, digital technologies enable various stakeholders to seamlessly interact and contribute to value creation across the entire value network. Ongoing digitalization facilitates access to new technologies such as artificial intelligence, machine learning, and blockchain while also eliminating the time and space barriers that previously hindered organizations’ ability to engage in sustainability co-creation. This chapter draws upon a broad range of theoretical and empirical insights from various disciplines to examine the concept of co-creation of sustainability and its facilitation through the digitalization of the global business environment. Specifically, we explore sustainability co-creation within the context of global value networks, positioning it as an approach to relationship-oriented sustainability marketing. The chapter addresses several managerial challenges related to potential input factors, the co-creation process, and the output. The chapter highlights practical managerial implications and recommendations for future research.