MULTILEVEL INVESTIGATION OF VALUE CO-CREATION AND CODESTRUCTION IN SHARING ECONOMY: THE CASE OF RIDE- SHARING PLATFORM

• Main Author: Septi Brilliane, Citra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49705
• Institution: Institut Teknologi Bandung

Sharing economy has grown rapidly and applied in various industries, such as accommodation, ride-sharing, working space, etc. Apart from the benefits offered by sharing economy, sharing economy also generates tensions and disruptions in society because of the changes and difficulties when integrating it into the regulatory framework. This research aims to investigate sharing economy, particularly in ride-sharing business using the principle of service-dominant logic and service ecosystem perspective to reveal how value co-creation and value co-destruction occur in various system levels (micro, meso and macro). A qualitative case study methodology was conducted using abductive reasoning to interpret data from 61 semi-structured interviews, which were carried out from various stakeholders involved in Gojek, the largest ride-sharing platform in Indonesia. Secondary data from academic papers, news articles, and blogs were also gathered to enrich the research’s findings. This paper proposed a conceptual framework that pinpoints four aspects, which are stakeholders involved, resource integrations and interaction within stakeholders that can lead to co-creation and co-destruction of value, the impacts derived from it, and the managerial interventions to avoid the disruptions and improve co-creation. The results reveal that there are eight stakeholders involved which divided into main stakeholders and external stakeholders. Main stakeholder’s interaction can occur during and outside service delivery, while external stakeholders could either support or hinder main stakeholders’ activities. From their interactions and resource integration, value cocreation and co-destruction can be identified in each level, that interconnected to each other. The positive and negative impacts also identified in each level of analysis representing the individual, organizational, and structural implications of sharing economy. Lastly, this research proposes the managerial interventions for each level with different aims and strategy to promote value cocreation and prevent value co-destruction. Keywords: sharing economy, value co-creation, value co-destruction, service ecosystem