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Digital Artifacts in Industrial Co-creation: How to Use VR Technology to Bridge the Provider-Customer Boundary
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.ORCID iD: 0000-0001-5486-9017
LUT University, Lappeenranta, Finland.
2020 (English)In: California Management Review, ISSN 0008-1256, E-ISSN 2162-8564, Vol. 64, no 4, p. 125-147Article in journal (Refereed) Published
Abstract [en]

Industrial co-creation projects are often complex and ambiguous, involving high levels of interpretive uncertainty over processes and outcomes. To boost the effectiveness of such projects, firms have increasingly adopted virtual reality (VR) technology and have experienced unique benefits by utilizing digital artifacts-interactive objects in digital environments, such as factory installation layouts or design visualizations. This article provides case evidence demonstrating how VR-enabled digital artifacts support firms to effectively implement tailor-made solutions in robotics and automation projects. The adoption of new digital co-creation practices redefines the traditional customer-provider roles in industrial co-creation, increasing engagement, reducing uncertainty, and improving project outcomes.

Place, publisher, year, edition, pages
Sage Publications, 2020. Vol. 64, no 4, p. 125-147
Keywords [en]
business to business, business-to-business marketing, case studies, co-creation, collaboration, disruptive technology, managing uncertainty
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-173436DOI: 10.1177/0008125620931859ISI: 000541523000001Scopus ID: 2-s2.0-85086393228OAI: oai:DiVA.org:umu-173436DiVA, id: diva2:1453570
Available from: 2020-07-10 Created: 2020-07-10 Last updated: 2023-03-23Bibliographically approved
In thesis
1. Coping with Interpartner Uncertainty in Interorganizational Interactions
Open this publication in new window or tab >>Coping with Interpartner Uncertainty in Interorganizational Interactions
2020 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Interorganizational relationships are uncertain endeavors. By engaging in such relationships, organizations become vulnerable to their partner’s behavior and their success is contingent on the partner’s willingness and ability to fulfill its promises. Despite the plethora of benefits provided by interorganizational relationships, organizations face difficulty in understanding and anticipating each other’s future behavior, in aligning their views and expectations, and in predicting the potentialities of their interactions due to the influence of the broader relational context. This difficulty stems from incomplete knowledge about the intentions of the partner and it is particularly salient within coopetitive interorganizational relationships, i.e., relationships involving the simultaneous pursuit of cooperation and competition, as the partners have only partially convergent interests. Whereas prior research has focused on how firms can manage calculable risks through static governance mechanisms, little is known about the underlying processes of how firms cope with interpartner uncertainty. In this thesis, I address the following purpose: to advance the understanding of the processes through which firms cope with interpartner uncertainty in interorganizational interactions.

The purpose is addressed through five research papers, which build on each other and synergistically shed light on different processes through which organizations cope with interpartner uncertainty along the course of their interactions. With an inductive approach, this thesis mainly draws on a qualitative case study of interorganizational interactions in the robotics and automation industry in Sweden. In addition, two literature reviews and a quantitative study supported the fulfilment of the overall purpose. The findings of this thesis establish that three possible means of coping with interpartner uncertainty in interorganizational interactions are the adoption of both trust and distrust as organizing principles, reliance on hybrid interpretive schemes as forward-looking lenses and the use of digital artifacts as boundary objects. In addition, I provide answers about how each of these means of coping supports organizations to cope with interpartner uncertainty by influencing their interaction dynamics. Building upon these findings, I argue that the process of coping with interpartner uncertainty has three distinct, yet interrelated dimensions, namely managerial cognition, relationality and materiality. The thesis concludes by outlining the main theoretical contributions to the bodies of literature on uncertainty in interorganizational relationships, interorganizational trust, and coopetition. Finally, managerial implications are also outlined.

Place, publisher, year, edition, pages
Umeå: Umeå University, 2020. p. 111
Series
Studier i företagsekonomi. Serie B, ISSN 0346-8291 ; 105
Keywords
Interorganizational Relationships, Coopetition, Interpartner Uncertainty, Trust, Distrust
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-175247 (URN)978-91-7855-371-6 (ISBN)978-91-7855-372-3 (ISBN)
Public defence
2020-10-16, Hörsal C, Samhällsvetarhuset, Umeå, 10:15 (English)
Opponent
Supervisors
Available from: 2020-09-25 Created: 2020-09-22 Last updated: 2020-09-23Bibliographically approved

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Kostis, Angelos

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