摘要
主流价值共创理论是在机械还原主义的隐喻基础上发展起来的。无论是在产品或服务的"使用"过程中共创的价值,还是在平台用户与行动者组合的"互动"过程中共创的价值,都是以个体行动者为核心的价值创造逻辑。这已无法满足数字时代以平台生态系统为载体的价值创造复杂性和涌现性的需要。据此,本文基于复杂适应系统理论,提出价值涌现是数字平台生态系统价值创造的新模式。价值涌现是平台生态系统对涌现价值的创造过程。与价值共创相比,价值涌现理论体现了数字平台生态系统价值创造的复杂性和涌现性:第一,平台生态系统是一个复杂适应系统,它是一个以对等参与为基础,其行动者是跨层次(微观、中观和宏观)聚集的,具有自组织性、适应性、非线性动力以及行动者自生成的制度逻辑边界的涌现现象。第二,涌现价值的创造载体是以焦点活动为核心所构建的平台复杂适应系统。平台复杂适应系统作为一个"整体",其价值是由各组成部分(行动者、相互作用和内部环境)之间跨层次(微观、中观和宏观)涌现生成的新资源,是不可还原为各组成部分的价值之和。第三,涌现价值是由平台复杂适应系统的对等参与、向上因果力和向下因果力这三个子系统之间非线性迭代生成的,因此,涌现价值创造过程具有复杂性。
The mainstream of value co-creation theory is developed on the basis of the metaphor of mechanical reductionism.Research of value co-creation logic focuses on individual actors,no matter it is in the process of using the goods and services or in the interaction between platform users and platform agencial assemblages.As a result,the prior value co-creation research has not offered a theory of digital platform ecosystems value creation that embraces their complexity and emergent property.Specifically,current value co-creation theory literature ignores the complexity and emergence of cross-level(micro,meso,and macro)interactions in the value creation process in the context of the digital platform ecosystems.It should be noticed that the value of the digital platform ecosystems is an interdisciplinary research,including the information systems,the strategic management and the service marketing.Most of these value creation studies are developed independently,and few studies attempt to explore the synergy among theories in different disciplines.In addition,the basic assumption that the"whole"value of the platform ecosystems emerges from the dynamic and cross-level interactions among its"part"is inconsistent with mainstream of marketing value co-creation theory.To fill this gap in value creation research,we propose that digital platform ecosystems can be more fully understood if examined through the lens of complexity science and conceptualized as platform complex adaptive systems.Based on the theory of complex adaptive systems,this paper proposes that value emergence is a new logic of platform ecosystems value creation.It should be noted that value emergence refers to platform ecosystems’creation of value-in-emergence.Compared with value co-creation,value emergence theory reflects the complexity and emergence of value creation in the digital platform ecosystems.First,it is important that the platform ecosystems is a self-organized,adaptive,and actor-generated institutionlization bounded emergent phenomena,whose non-linear interactions result in the patterns of its actors aggregation across multiple levels(micro,meso,and macro).Using this complexity-based definition,we can move past lists of platform ecosystem components,and provide a platform complex adaptive systems framework that can be used to respond to calls for studies of the emergence of platform ecosystems.And this complexity-based definition integrates three broad disciplinary perspectives of value creation in platform ecosystems:those of information systems,strategic management and service marketing.We find that platform complex adaptive systems should be considered in terms of its actors(platform companies and peer-to-peer actors),internal environments and interactions.Second,the creation carrier of value-in-emergence is the platform complex adaptive systems.In other words,when a platform complex adaptive system is considered as a"whole",its value is the emergence of new resources generated across the layers(micro,meso,and macro)among its"parts"(actors,interactions,and internal environments).Value-in-emergence cannot be reduced to the sum of platform complex adaptive systems parts’value.We argue that value co-creation is the micro foundation for the value emergence,and they are not independent.And we also analyze the relationship between the value co-creation theory and value emergence theory in terms of the results,carriers,analysis points and research methods.Third,the value-in-emergence is generated by the nonlinear iteration process of part-part interaction,part-whole interaction,and whole-part interaction.These three kinds of interaction correspond to the three subsystems(peer engagement subsystem,bottom-up effect subsystem and top-down effect subsystem)of the platform complex adaptive systems.It means that value-in-emergence of platform complex adaptive systems cannot be reduced to the sum of subsystems’value.Value-in-emergence is the system-level emergent property.Thus,the platform ecosystems’value creation process is quite complex.Value emergence theory points out that value can be the emergent attributes generated during the cross-level(micro,meso,and macro)"interactions"among the various subsystems of the platform’s complex adaptation system.
作者
王新新
张佳佳
WANG Xin-xin;ZHANG Jia-jia(College of Business,Shanghai University of Finance and Economics,Shanghai,200433,China)
出处
《经济管理》
CSSCI
北大核心
2021年第2期188-208,共21页
Business and Management Journal ( BMJ )
基金
国家社会科学基金项目“传承和创新困境中老字号品牌双元性的构建与实现路径研究”(18BGL116)
教育部人文社会科学研究规划基金项目“‘蛇吞象’式并购条件下品牌真实性强化及其中西比较研究——基于品牌表征创新的视角”(16YJA630055)
关键词
价值涌现
平台生态系统
价值共创
复杂系统
value emergence
platform ecosystems
value co-creation
complex systems
