Towards Effective Co-creation of Value: Case Study of a Public University of Pakistan

Abstract

This study examines the co-creation between a public university and industry and the building blocks that shape co-creation in the context of Pakistan. A conceptual framework has been developed based on the perspective of Service Dominant Logic, which connotes that value is created from the integration of resources through interactions between co-creating partners. The aim of this study is to elucidate the types of resources used for integration by employing different modes of interactions for value creation sought by the university and industry. For this purpose, a case study based on the co-creation between the Centre of Excellence for Molecular Biology (CEMB) at University of the Punjab and Four Brothers (Pvt) Ltd is conducted, to develop Transgenic Cotton technology, which was first of its kind in Pakistan. Qualitative data was obtained through semi-structured interviews from a sample of 13 respondents. Thematic analysis was used after transcribing and importing data to NVivo 12 plus. The study revealed the type of resources, interactions and value or outcome sought that characterized the successful co-creation. It also highlights the challenges faced during the collaborative project. Finally, the recommendations are proposed for the enhancement of co-creation within the context of industry and public university of Pakistan.