Abstract:
This study contributes to the recommended approach to innovative collaboration, which
supports value co-creation with multiple stakeholders. Identifying the barriers to
effective collaboration processes and the challenges when adopting collaborative
behaviours will enable organisations to proceed with a proactive rather than a reactive
approach to co-creation.
This study made use of exploratory qualitative research and semi-structured interviews
with managers of selected industries listed on the Johannesburg Stock Exchange. The
research questions aimed at analysing why and how value is collaboratively created
with stakeholders and identified what inhibits the process of evolving co-creation with
stakeholders.
The findings of this research contributed to the understanding of co-creation with
stakeholders, the tools, approaches and impediments were identified. Additionally, the
diverse barriers and challenges that impede co-creation were identified and an
awareness of the impediments can support an organisation to engage in a more
predictable and satisfactory process of co-creation. Finally it was found that the
barriers uncovered could be categorised as barriers and challenges and were more
numerous and profound than was initially identified in the literature supporting this
study.
