The co-production of value in digital, university-industry R&D collaborative projects

Canhoto, Ana Isabel; Quinton, Sara; Jackson, Paul and Dibb, Sally (2016). The co-production of value in digital, university-industry R&D collaborative projects. Industrial Marketing Management, 56 pp. 86–96.

DOI: https://doi.org/10.1016/j.indmarman.2016.03.010

Abstract

In the context of R&D collaborations between universities and industry, this study investigates the co-production process and the contextual elements that shape it. We develop a conceptual framework that builds on the service-dominant logic perspective that value propositions emerge from the interaction between co-producing parties and the integration of resources. Specifically, the framework explicates how individual, organizational, and external factors shape the type of interactions and the platforms used, the availability and use of operand and operant resources, and the organizational and individual outcomes sought in R&D collaborative projects. We investigate the interplay among these factors through group interviews with UK industry practitioners and university researchers in the context of digital research projects. The types of interaction, resources, and outcomes sought that characterize successful R&D collaboration are revealed, and the contextual aspects that enable, facilitate, block, or create barriers to successful R&D collaborations are identified. Finally, we propose five practical principles for the successful development of collaborative R&D projects within the university–industry context.

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