Size does matter, how motives and commitment influence the willingness to engage in the co-creation process in an ecosystem context
Academics have been written a lot about the topic of ecosystems. Multiple motives to actively engage in the co-creation process in an ecosystem can be found in literature. Unfortunately, most of these motives are based on the outcomes of an entire ecosystem. More insight in these motives is needed, because motives are unique for every actor. Additionally, knowledge about a partner’s motive enhances the integration of resources, which is a vital element for co-creation to take place. The goal of this study is to extent the current knowledge about the motives of singular organizations to engage in the co-creation process in a multi-stakeholder ecosystem context. Furthermore, there will be checked if the presence or absence of motives and the commitment of others has an influence on the willingness to engage in the co-creation process. In this qualitative study a total of 15 respondents have been interviewed. In addition to previously identified relationship motives, experimentation motives and reputation enhancement motive, two other motives were identified. These are called a helping motive and an ecosystem sustainability motive. Additionally, there has been found that when an organization possesses more motives, the willingness to engage is higher as well. It has to be noted that the organizations which possess more motives also are the larger organizations which have deep pockets. Unfortunately, no clear answer about the influence of the perceived commitment on the willingness to engage in the co-creation process was found. Therefore, more research into the perceived commitment of others is necessary, as well as research into the two new founded motives to engage in the co-creation process. It is uncertain if these motives are applicable to other ecosystems as well.
Faculteit der Managementwetenschappen