Value co-creation in B2B industrial digital platforms: a platform-native perspective under service-dominant logic

Abstract

Background Emerging B2B industrial digital platforms (IDPs) are vital enablers of digital transformation in traditional manufacturing. However, existing research has predominantly focused on IDPs led by industrial incumbents, leaving a gap in understanding IDPs led by platform-native firms. For such non-industrial network technology firms built around a platform business model from the start, value co-creation with industrial users possessing domain knowledge is essential to develop IDPs. Method Through the theoretical lens of service-dominant logic, we conducted a longitudinal, exploratory case study of Alibaba's Taofactory Platform. The study explores the dynamic process through which platform natives, as cross-boundary entrants in the B2B industrial market, develop IDPs via value co-creation. Findings Our analysis reveals that, driven by evolving service foci across stages, the platform owner orchestrates three core value co-creation strategies: resource integration, service exchange, and institutional arrangements. This orchestration fosters the evolution of value co-creation modes from connection-based to interaction-based and finally to collaboration-based, which in turn shapes the evolution of platform types from an industrial transaction platform to an industrial solution platform, and ultimately to an industrial platform ecosystem. Contributions This study offers a theoretical framework that advances research on digital platform development, value co-creation, and service-dominant logic. It also provides practical insights for platform natives aiming to enter the B2B industrial market.