The complexity of context in the Public transport value network: the City of Buenos Aires
2014 (English)Conference paper (Refereed)
Purpose: The aim of this paper is to provide a deeper understanding of a value network and the complexity of context in a value-in-cultural context for co-creating value. Understanding the complexity of context on how value is “networked” and “co-created” in the value-in-cultural context by what we will call “micro environmental flexibility” in specific contextual setting, which is deemed essential in securing sustainable business of social and environmental perspectives and cultural issues are embedded. This can thus ultimately overcome the major challenges. In this paper, we discuss micro environmental flexibility in a value network based on resource integration, which is good for customers and other stakeholders.
Design/methodology/approach: The study adopts a qualitative approach, using single in-depth case study to undertake an analysis of micro environmental flexibility in a value network based on the complexity of context of value-in-cultural context. The city of Buenos Aires is the capital of Argentina and together with the Greater Buenos Aires home to a population of about 12,800,000 inhabitants where 48% of the people that work in the city don’t live in the city proper. The paper further assesses the theoretical framework and concepts complexity of context of value-in-cultural context in service research.
Findings: The paper raises the issue of the complexity of context of value-in-cultural context in a value network and suggests the need to adopt micro environmental flexibility. Micro environmental flexibility means that even within a same city, regional differences (e.g. commercial versus residential) are vital as they involve different stakeholders. As a result diverse resource integrations take place, leading to different value co-creations. The take away is that in order not to confuse flexibility with chaos it is essential to have a clear goal, which acts as the ultimate benchmark.
Research limitations/implications: The single case-study design of the present research does not enable empirical generalizations to be made. Future research in this area should focus on generalizing the present findings by studying the complexity of context and value-in-cultural context and suggests the need to adopt micro environmental flexibility in other empirical settings and re-conceptualization.
Originality/value: The paper makes original contribution to the on going discussions in service research, specifically S-D logic of complexity of context of value-in-cultural context. In service research, the main theoretical challenges are understanding and integrating complexity of context of value-in-cultural context and value co-creation in the value network to secure sustainable businesses. The paper reveals the adoption of micro environmental flexibility.
Practical implications: The case focuses on the bus system. To cope with the passenger’s demand of public transport, in 2008, The Sustainable Mobility Plan was conceived as a set of programs that respond to the concept of sustainable development. All of the policies were driven with the idea of promoting a culture that prioritizes people over cars. Although, the city of Buenos Aires was honoured with the Sustainable Transport Award; this raises the issue of the importance of complexity of context and value-in-cultural context and suggests the need to adopt micro environmental flexibility.
Place, publisher, year, edition, pages
BRT, Complexity of context, Public transportation, Micro environmental flexibility, value network, value creation.
Research subject Business Administration
IdentifiersURN: urn:nbn:se:kau:diva-34339OAI: oai:DiVA.org:kau-34339DiVA: diva2:755273
International Research Symposium in Service Management 5, (IRSSM 5), 8-12th June Pärnu, Estonia 2014