Boundary Decision, Embeddedness, and the Co-Creation of Value: Authors' Response to Commentary

Canadian Journal of Administrative Sciences, Vol. 27 Nbr. 1, March 2010

University of Alberta School of Business Research Paper No. 2013-1069

Posted: 2 Jul 2013

Date Written: March 1, 2009

Abstract

Dr. Paul P. Maglio makes an excellent point: he calls for more research on the intersection of the firm's external capabilities and resources with those of the customer. In Rolland, Patterson, and Ward's previous paper, they created a starting point for a line of thinking similar in spirit to the firm boundary decisions that have been quite frequently addressed in the outsourcing literature. What is new about Maglio's point is that boundary decisions are less about the governance of the relationship, and that the relationship is no longer only about cooperating firms and more about customer-partners. Another argument in support of both Rolland et al's and Maglio's view, is that of customer embeddedness. An interesting point to make here is that for services where the customer is not physically embedded in the production/delivery process, increased information availability has enabled these customers to become more embedded in these services.

Suggested Citation

Rolland, Erik and Patterson, Raymond and Ward, Keith, Boundary Decision, Embeddedness, and the Co-Creation of Value: Authors' Response to Commentary (March 1, 2009). Canadian Journal of Administrative Sciences, Vol. 27 Nbr. 1, March 2010, University of Alberta School of Business Research Paper No. 2013-1069, Available at SSRN: https://ssrn.com/abstract=2281434

Raymond Patterson

Independent

Keith Ward

Independent ( email )

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