Indonesia Conference Directory

The information and communication technology revolution has led to the adoption of technologies such as the internet for generating value for businesses. However, little is known about the role of e-commerce in value co-creation initiatives for agri-food SMEs and specifically its role in the collaboration of business actors and customers where the overall objective of generating benefits from the exchange process. This study addresses this gap. The transformation of fresh produce marketing in Indonesia, from a product-focused approach towards a customer-centric approach, was selected to explore value co-creation and its potential benefits, including the exchange of tangible resources, intangible resources and knowledge. The findings illustrate that e-commerce involves fewer intermediaries in the food chain by facilitating the engagement of multiple stakeholders and provides a solution to address market needs through collaboration within the agribusiness networks. Co-creation via e-commerce channels reveals the benefits for agribusiness actors through economic, cognitive, social and marketing benefits. Benefits of co-creation for consumers include economic, cognitive, social and psychological benefits. The findings provide insights into the co-creation concept in an agri-food context through an online platform for B2B and B2C, that will have a theoretical and practical use for future business and marketing.