Multi-focused strategy in value co-creation with customers: Examining cumulative development pattern with new capabilities

The previous research of capabilities development has largely focused on the established capabilities, i.e., quality, delivery, cost and flexibility, although there are a wide variety of possible dimensions. Few studies report the accumulation effect about adding new capabilities on an established base in a different strategic setting. Motivated by the increasingly important strategy of value co-creation with customers, this study aims to examine the patterns of capability development with consideration of adding service and customerization capabilities. Taking a downstream-focused view and based on the data collected at Chinese firms, this study extends the cumulative theory to the scenario of value co-creation with customers by identifying the mutual enhancement effect when adding new capabilities on an existing base. Specifically, this study finds that firstly, new capabilities (i.e. service and customerization) and established capabilities (i.e. flexibility and delivery) are mutually supportive in value co-creation scenario; Secondly, flexibility plays a primary role to amplify other capabilities in the new strategy; Thirdly, the capabilities development follows a sequence of flexibility, delivery, service and customerization. The findings of this study also enrich value co-creation studies by offering proposed capabilities development pattern which facilitates strategists to operationize the concept of value co-creation with customers and helps guide companies to take both upstream-focused and downstream-focused views of capabilities development to excel in coming competition.