Value co-creation in the beverage and food industry

Giuseppe Tardivo, Alkis Thrassou, Milena Viassone, Francesca Serravalle

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

Purpose: The purpose of this paper is to define and describe how consumers may constitute an integral part of small and medium enterprises’ (SMEs) value co-creation process in the food and beverage (F&B) industry, and to provide practicable implementation recommendations to firms in the Piedmont region that are important and prominent in this sector. Design/methodology/approach: The research methodology rests on a multiple case study design, applied to three F&B Piedmont SMEs that produce beer, water and starters: Baladin, Lurisia and Galfré. Findings: Results show an increasing awareness by firms of the important role played by customers in value co-creation, though limited to specific roles in the case of SMEs. Research limitations/implications: The research is limited by its exploratory nature, though the findings and conclusions drawn provide a solid foundation for further development and testing on the subject. Practical implications: The case studies’ results allow the reader to understand the importance of the increasing awareness of the role played by customers in value co-creation, especially on the WWB, where costs are minimizing. Originality/value: The research’s value stems from fact that there are few existing studies on the ways to engage customers in value co-creation. Moreover, these studies, contrary to the present research, are largely theoretical and either have no direct applicability or are limited to a single case.

Original languageEnglish
Pages (from-to)2359-2372
Number of pages14
JournalBritish Food Journal
Volume119
Issue number11
DOIs
Publication statusPublished - 2017

Fingerprint

beverage industry
Food Industry
Beverages
food industry
piedmont
Research
Food and Beverages
case studies
Industry
Research Design
research methods
beers
beverages
Costs and Cost Analysis
Water
experimental design
industry
stems
small and medium enterprises
water

Keywords

  • Customer involvement
  • Food and beverage industry
  • Open innovation
  • Piedmont
  • SMEs
  • Value co-creation

Cite this

Tardivo, Giuseppe ; Thrassou, Alkis ; Viassone, Milena ; Serravalle, Francesca. / Value co-creation in the beverage and food industry. In: British Food Journal. 2017 ; Vol. 119, No. 11. pp. 2359-2372.
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Tardivo, G, Thrassou, A, Viassone, M & Serravalle, F 2017, 'Value co-creation in the beverage and food industry', British Food Journal, vol. 119, no. 11, pp. 2359-2372. https://doi.org/10.1108/BFJ-02-2017-0119

Value co-creation in the beverage and food industry. / Tardivo, Giuseppe; Thrassou, Alkis; Viassone, Milena; Serravalle, Francesca.

In: British Food Journal, Vol. 119, No. 11, 2017, p. 2359-2372.

Research output: Contribution to journalArticle

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