In today business landscape, competitive and marketing strategies are evolving in hybrid forms, implying access to digital innovation through shared financial and human resource investments among competing firms. These hybrid forms have been widely studied in the literature of: a) value co-creation (Porter & Kramer, 2011), b) coopetition (Brandenburger & Nalebuff, 1996; Garraffo, 2002; Le Roy et al., 2010; Rusko, 2011), c) strategic alliances (Gomes-Casseres, 1994; Harbison & Pekar, 1998). The digital innovation (Boulding et al. 2005; Lies, 2019) is an opportunity to carry out theoretical and empirical projects focussed on these issues to contribute to the knowledge on emerging forms of competitive and marketing strategies. In this perspective, the Nessie project – Next generation System for Strategic Insights Exploitation – is both a theoretical and empirical blend of these issues.
Value co-creation through AI platforms: the Nessie project
Francesco Garraffo
2021-01-01
Abstract
In today business landscape, competitive and marketing strategies are evolving in hybrid forms, implying access to digital innovation through shared financial and human resource investments among competing firms. These hybrid forms have been widely studied in the literature of: a) value co-creation (Porter & Kramer, 2011), b) coopetition (Brandenburger & Nalebuff, 1996; Garraffo, 2002; Le Roy et al., 2010; Rusko, 2011), c) strategic alliances (Gomes-Casseres, 1994; Harbison & Pekar, 1998). The digital innovation (Boulding et al. 2005; Lies, 2019) is an opportunity to carry out theoretical and empirical projects focussed on these issues to contribute to the knowledge on emerging forms of competitive and marketing strategies. In this perspective, the Nessie project – Next generation System for Strategic Insights Exploitation – is both a theoretical and empirical blend of these issues.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
