ABSTRACT

The paper conceptualises digital technology as a source of innovation in value co-creation (VCC) at the bottom of pyramid (BOP) markets through fieldwork focused on vegetable supply chains in Indonesia. An inductive analysis based uponin-depth, semi-structured interviews with multiple business actors identified VCC in an emerging e-commerce channel where digital technologies enabled engagement and interaction amongst channel members. The results suggest that market scripting based upon an inclusive, collaborative and empowerment ideology, which can lead to sustainable development and income redistribution from consumers to producers, was explicitly embedded in their VCC agenda. Fair-trade practices supported customer-driven innovations. For consumers, digital technologies created online ‘consumption communities’ where information and educational interactions supported online food purchases and innovation in the supply chain ‘pull’ strategies. The paper concludes that the logic underpinning this new transformative business approach of digitally enabled VCC in local BOP markets is akin to a ‘social justice logic’.

摘要

该论文通过对印度尼西亚蔬菜供应链的实地调查，将数字技术概念化为金字塔底部 (BOP) 市场价值共创 (VCC) 的创新来源。基于对多个业务参与者的深入、半结构化访谈的归纳分析确定了新兴电子商务渠道中的 VCC，在该渠道中，数字技术支持渠道成员之间的参与和互动。结果表明，基于包容性、协作性和赋权意识形态的市场脚本，可以导致可持续发展和从消费者到生产者的收入再分配，明确嵌入到他们的 VCC 议程中。公平贸易实践支持以客户为导向的创新。对于消费者来说，数字技术创建了在线“消费社区”，其中信息和教育互动支持在线食品购买和供应链“拉动”战略中的创新。该论文的结论是，支持本地 BOP 市场数字化 VCC 的这种新的变革性商业方法的逻辑类似于“社会正义逻辑”。