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Chapter 2 Absorptive capacity, co creation and tourism A mixed analysis method

DOI: 10.23912/9781911635765-4854

ISBN: 9781911635765

Published: April 2021

Component type: chapter

Published in: Sustainable and Collaborative Tourism in a Digital World

Parent DOI: 10.23912/9781911635765-4477

Abstract

Absorptive capacity is considered as an important innovation enabler since it can reduce risks and costs associated with innovations developed entirely by the companies themselves (Apriliyanti & Alon, 2007). Absorptive capacity can be understood as the ability to recognize the value of new external information and its application (Cohen & Levinthal, 1990). The number of publications about absorptive capacity have increased in recent years and, amongst the main streams studied in this field, there exist interorganizational learning and knowledge transfer dynamics (Apriliyanti & Alon, 2007). In this context, the level of new external information availability was considered to be one of the main absorptive capacity enablers (Zahra & George, 2002). However, this availability is not only related to the amount of external information, but also to how this information is transferred (Markovic & Bagherzadeh, 2018). Consequently, co-creation has been highlighted as an important way to enhance knowledge sharing and to facilitate the absorption of new external information (Markovic & Bagherzadeh, 2018). Concerning co-creation, it can be considered as a “new paradigm in the management literature” (Galvagno & Dalli, 2014: 643) and can be defined as a process that “involves the participation in the creation of the core offering itself. It can occur ... with customers and any other partners in the value network” (Lusch & Vargo, 2006: 284). Thus, it can be understood as a relationship between stakeholders (Azevedo, 2009) that emerged from active, creative and collaborative experiences (Campos et al., 2018; Kazadi, Lievens & Mahr, 2016) through which value is created (Haahti, 2006). Therefore, co-creation results in developing new products and services in a faster, more relevant and innovative way than traditional processes. It is a process that brings the opportunity to continue interaction between the firm and customers in which the firm is willing to work with external stakeholders and obtain more value through this collaboration with customers (Hamidi, Gharneh & Khajeheian, 2020). On the other hand, one of the ways to synthesize knowledge effectively is by developing the capacity for innovation, which has the virtue of establishing processes that take advantage of absorbed knowledge to incorporate new functions or create new products, and also to mitigate the impact of negative externalities, identify new sources of raw materials, access new services that add value, enter new underserved markets, improve operational processes, or adopt new activities for commercialization and business management (Rodríguez, Barón & Guaita, 2020).

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Moraes, Rodrigues, Correia & Kozak, 2021

Moraes, M., Rodrigues, Ã., Correia, A. & Kozak, M. (2021) "Chapter 2 Absorptive capacity, co creation and tourism A mixed analysis method" In: Decrop, A., Correia, A., Fyall, A. & Kozak, M. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781911635765-4854

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