Modes of resource integration driving value co-creation: an empirical investigation in virtual brand communities (VBCs)”.

Purpose – Research on Resource Integration (RI) from the S-D logic perspective is in an early stage of development (Peters et al., 2014). Recent conceptual studies address more explicitly the topic of RI (per se) pointing out the need both for a strong theory (Peters et al., 2014), and for a practice-based approach to enrich the understanding of how resources are integrated (Korkman, Storbacka and Harald, 2010). Despite the compelling nature of the RI many scholars call for empirical research. The aim of this paper is to empirically explore and analyze how value is co-created through actor’s resource integrating efforts. The study is based on data from virtual communities’ context and focuses on resource integration through the practice lens. We identify different ways of integrating resources and show the outcomes in term of either intended and unintended value. Design/Methodology/approach – This paper is based on a descriptive (Selltiz, Wrightsman, and Cook, 1976) and qualitative analysis method (Baker and Foy, 2003). Findings – In this paper, we frame the topic of RI both from the S-D Logic (Vargo and Lusch, 2004, 2008) and practice lens (Reckwitz 2002; Korkman 2006; Corradi, Gherardi and Verzelloni, 2010). We will define resources as an enabler, a dynamic concept (Zimmerman, 1951; Pels et al., 2009) that is constituted and reconstituted through the practice of resource integration itself. Consistent with the view that resources are becoming (Zimmerman, 1951; Pels et al., 2009; Edvardsson et al. 2014), resource integration is positioned as an integrated part of value co-creation process that emerges through three main activities: i) integration on resources, ii) operation on resources, and iii) assessment on value. Practical implications – The work contributes both practically and theoretically. First, it provides some contributions to the understanding of how resource integration occurs and how value (intended or unintended) stems from it. Second, it provides a new framework grounded in resource integration in practice within Virtual Brand Communitis (VBC). Originality/value – We contribute by addressing the call for a clearer understanding of the resource integration process and resulting value outcomes (Korkman, Storbacka and Harald, 2010; Kleinaltenkamp et al., 2012; Edvardsson et al., 2014). Furthermore, we provide a new concept of VBCs as a practice for resource integration able to synthesize the activities through which frozen resources become unfrozen, and thus as the locus where RI occurs.