Developing Co-creation-driven Innovation: the role of Customer Experience Orientation and Organizational Agility
Leonardus W Wasono Mihardjo1, Sasmoko2, Elidjen3, Riza A.N. Rukmana4

1Leonardus W Wasono Mihardjo, Department of Business, Bina Nusantara University, Jakarta, Indonesia.
2Sasmoko, Primary Teacher, Department of Education, Bina Nusantara University, Jakarta, Indonesia.
3Elidjen, Department of Business, Bina Nusantara University, Jakarta, Indonesia.
4Riza A.N. Rukmana, Department of Industrial Engineering, Telkom University, Bandung, Indonesia.
Manuscript received on 18 October 2019 | Revised Manuscript received on 24 October 2019 | Manuscript Published on 02 November 2019 | PP: 719-726 | Volume-8 Issue-2S9 September 2019 | Retrieval Number: B11520982S919/2019©BEIESP | DOI: 10.35940/ijrte.B1152.0982S919
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Abstract: This paper explores the concept of the ‘co-creation-driven innovation’ as part of the service dominant (S-D) logic concept in the digital ICT industry. The platform service becomes critical in order to collaborate and innovate based on organizational agility and customer experience. Co-creation-driven innovation is considered as part of the service dominant development, where a dynamic organization model and customer experience feedback are required in the shaping of business model innovations within the digital ecosystem. The study was performed with a sample size of 175 respondents representing Indonesian telecommunication firms. Smart PLS was used as the statistical tool for analyses. Findings demonstrate that customer experience orientation and organizational agility has a direct impact on digital co-creation and business model innovation. Simultaneous testing of hypotheses shows that customer experience orientation has an indirect influence on business model innovation through co-creation strategy. However, organizational agility does not have any indirect impacts. The study has some limitations in terms of the time period and sample size, therefore suggestions for future studies are included in the paper.
Keywords: Customer Experience Orientation, Organizational Agility, Digital Co-Creation, Business Model Innovation, Service Dominant Logic.
Scope of the Article: Fuzzy Logics