Value co-creation in B2B industrial digital platforms: A platform-native perspective under service-dominant logic
通过阿里巴巴淘工厂平台的纵向案例研究，揭示了平台原生企业如何通过资源整合、服务交换和制度安排三种策略，推动价值共创模式从连接型向协作型演化，最终构建工业平台生态系统。
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.