Balanced centricity and triads: strategies to reach ecosystem equilibrium in the arts sector

The purpose of this paper is to analyze whether triads structure can facilitate or inhibit the evolution into a service ecosystem. The triad structure and the institutions that dominate the triads will determine the evolution into ecosystem, remain as triad or die. “Balanced centricity” in considered a desirable institution that increases the possibility for transforming triads into ecosystems through marketing equilibrium.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

The Balanced Innovation Model. The case of Crowdfunding platforms.

Purpose – The paper aims to analyze balanced centricity (Gummesson, 2008) as an institutional arrangement (Vargo and Lusch, 2016) fostering the innovation process by taking out the customer from the central positioning to involve other business partners. The practices of actors’ service ecosystem are put in focus (Russo Spena et al., 2017; Tronvoll, 2017). Methodology–. Qualitative case study research was conducted using different methods of data generation including personal interviews and netnography analysis of the crowdfunding context. fifteen cases on the crowdfunding context from five different platforms and in four different countries were analysed. Research limitations/implications (if applicable) –The empirical approach considers fifteensuccess cases on the crowdfunding context in four different platforms and countries. Other contexts, different from the crowdfunding and other countries would be useful to add new perspectives to the theory development. Originality– The present paper defines a theoretical Model for Balanced Innovation, that brings together the concepts “Balanced Centricity”, “Innovation” and “Service ecosystems”. Hitherto, it offers a basis for designing systems of value co-creation which aims to facilitate innovation through institutionalization and value co-creation in viable service ecosystems.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

The innomediary role of University in shaping the start-up ecosystem

Start-up companies are increasingly growing by exploiting disruptive ideas and recent digital technologies. As of November 2018, there are about 9,000 innovative start-ups in Italy, leading the employment rate to grow up above 5% per semester, with about 40,000 shareholders and over 12,000 employees (Sole 24 Ore, 2018). Many scholars investigated the growing phenomenon of start-ups in last decade (Petretto, 2009; Blank, 2013; Cohen et al., 2019) highlighting the most relevant features as the drivers of success (Scagnelli et al., 2018), the control systems (Samagaio et al., 2018) and the role of actors in shaping the start-up ecosystem (Sipola et al., 2016). Multiple actors participate in start-up ecosystems by integrating their resources and competences (Krajcik and Formanek 2015): start-uppers, policy makers, venture capitalists and other risk capital providers, as well as incubators and accelerators. In detail, start-up business incubators are structures designed to stimulate and support the birth of new business activities through the offer of physical resources, logistics services, active managerial assistance, access to privileged financing channels and support in the use of technical services (Boschetti 2003). Some of the advantages brought by accelerators have been investigated by scholars (Kanbach and Stubner, 2016) and categorized as a focus wider than the business idea itself such as the involvement of equity, the support during the venture stage, and overall help in organizing business activities. Among accelerators an interesting role is performed by universities. However, it is a quite new phenomenon, still unexplored, further research has been called for (Colombo et al., 2018). Most of studies indeed focus on the relationship between universities and young companies in term of spin-offs, education/training activities and technology transfer (Shane, 2003, Petretto, 2009; Dempwolf et al., 2014). Due to the novelty of these supports,Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

The role of network ties in reaching radical innovation

The purpose of this paper is to analyze how institutions can facilitate or inhibit radical innovation. The authors maintain that organizational radical innovation is necessary to maintain a competitive advantage and evolve in the market place, and institutions are the basis of this innovation. From an innovation and Service Dominant Logic perspective, the authors propose network ties to be a determining factor for the achievement of innovation through institutionalization in the University knowledge management context.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tec

Value proposition as a framework for value co-creation in crowd-funding ecosystem

The present paper suggests that crowd-funding in the arts and cultural sector occurs within a complex service ecosystem, where six categories of value propositions frame eight value co-creation processes, namely through ideation, evaluation, design, testing, launch, financing and authorship. Managerial contributions include the development of a crowd-funding service ecosystem model for arts managers, which offers not only a method of financing or economic value, but which also offers opportunities for strengthening bonds with customers and other stakeholders. Our paper is innovative in that we integrate value propositions categories with the micro – meso and macro contexts and analyse the different kind of co-creation are framed in the crowdfunding contextUniversidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

The role of balanced centricity on service ecosystems development: an analysis of new business models

Purpose – The purpose of this paper is to propose that for a service ecosystem to arise, there is a need for all the stakeholders to seek for balanced centricity at the micro, meso and macro context. For new collaborative models, can be considered the basis for value co-creation into ecosystems. Design/Methodology/approach – The authors apply a conceptual approach to develop and propose a framework for deepening understanding balanced centricity as the basis for value co-creation at every level of the service ecosystem. Qualitative case study research was conducted with different methods of data generation including interviews and participant observation. Findings –New business models need new strategies as all the actors exchange resources looking for the benefit of the whole system. In this sense, authors argue for considering balanced centricity as an strategy that enables the ecosystems to arise. From this perspective, balanced centricity should be developed at every level of the ecosystem (micro, meso and macro). Research limitations/implications (if applicable) – The paper is a conceptual paper that combines with an empirical approach. The empirical approach only considers five success cases on the arts sector. Other sectors different from the cultural and other countries would be useful to add new perspectives to the theory development. Practical implications (if applicable) – Although sometimes an ecosystem arises in a natural way into markets, the configuration and development of Balanced Centricity as a strategy would be useful in order to both: increase value co-creation among existing ecosystems and facilitation of ecosystems development. As ecosystems arising is considered a desired fact, innovation into public universities have found into this strategy a model to foster and develop new businesses. It is the case of Link by UMA Tech, wich in the context of the University of Málaga is developing with great success an strategy based on facilitating ecosystems arising making use of balanced centricity strategy. Originality/value – The present paper re-defines the conceptualization of balanced centricity, considering it as an strategy to be developed at every level of the service ecosystem. Previous papers have never put together these concepts that build on the ecosystem theory to better understand and make easier the ecosystem management in both directions: for ecosystems fostering and to facilitate new ecosystems arising.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Value-in-context in Crowd-funding ecosystems: how context frames value co-creation

The aim of the present paper is to analyse if the phenomenon of crowd funding can be considered a service ecosystem, where all of the actors generate resources and co-create value for and within the system. A qualitative, multiple case base approach is used to analyze six crowd-funding initiatives in the Spanish arts sector. The findings reveal seven types of value co-creation and six actors that interact on three levels: micro–meso–macro, illustrating that crowd-funding can be considered a service ecosystem that frames value co-creation. We conclude with a discussion of the findings, managerial implications and future research opportunities.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Balanced centricity: deinstitutionalizing the arts sector

Balanced centricity (BC) is a concept that removes the customer from the central position in a network, thereby allowing other actors to engage in it more fully. Changing the central position of the customer or the role of the firm as the main decision-maker in a market represents a deinstitutionalization process that breaks with very institutionalized norms / institutions in most traditional markets. Nevertheless, new collaborative contexts like crowdfunding represents a growing formula in which the described deinstitutionalization process is taking place.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Value co-creation as determinat of succcess in crowd-funding experiencesin the cultural sector

The aim of the present study is to analyse the role of value co-creation on success crowd-funding experiences in the cultural sector. The relationships developed between actors can be considered as a type of collaborative behaviour model, which makes use of the potential offered by new technologies in actors who get order to benefit everyone. The analysis of the structure of the relationships between actors who get involved in crowd-funding is approached with the primary objective of finding out which are the factors that explain crowd-funding as a balanced system of co-creation relationships. Specifically, the focus of the research is on the interactions between system actors, whose roles we will attempt to define: what do they contribute and what do they gain from the system, and how do they achieve the balance that leads them to continue the relationship.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tec

El enfoque de Marketing Relacional en entidades de servicios de exhibición de artes escénicas

El presente trabajo de investigación parte del planteamiento de los siguientes objetivos generales: Análisis del mercado de las artes escénicas en España desde la perspectiva de la oferta.Planteamiento de un modelo de marketing relacional para entidades de servicios de exhibición de artes escénicas. Para la consecución de estos objetivos, se ha recurrido a fuentes de información de carácter primario y secundario. Para la obtención de información primaria se han realizado encuestas personales a directores/gerentes de entidades de servicios de exhibición de artes escénicas distribuidas proporcionalmente en todas las provincias españolas. El marco teórico de la investigación se desarrolla en dos ámbitos: características generales y el enfoque relacional en entidades de servicios de exhibición de artes escénicas. Las conclusiones de la investigación nos permiten contribuir al conocimiento del mercado de las artes escénicas en España y confirmar la validez del enfoque relacional en entidades de servicios de exhibición de artes escénicas propuesto