When the Community gets Smart. Looking at the IoT as value co-creation construct

Stella Carè, Maria Colurcio


Purpose. The Internet of Things (IoT) is a dynamic network of smart interconnected objects that produces and consumes information bridging the gap between the real world and the digital realm (Miorandi et al., 2012; Lee et al., 2016; Rathore et al., 2016). Specifically, the interaction of both humans and objects in the Smart Community allows members to share thoughts, ideas, knowledge, and experiences and allows a faster access to resources (Ma et al., 2005; Anthopoulos and Fitsilis, 2010; Liang et al., 2012; Maury et al., 2015). According to the marketing perspective of Service-Dominant logic (SDL) (Vargo and Lusch, 2008) the resource integration (Kleinaltenkamp et al. 2012, Colurcio et al., 2014; Mele et al., 2014) is the main process for the value creation (Caridà et al., 2016). The aim of this study is to build a theoretical framework about the IoT as fundamental of resources integration process in the smart communities providing a novel marketing perspective of the phenomenon. Moreover, this work addresses relevant gaps in current knowledge on IoT and smart community as studies that investigate resource integration in such an environment are scant so far.

Methodology. We use a qualitative approach and deploy the case study methodology (Yin, 2013) to provide fresh interdisciplinary insights about value co-creation practices suitable for the building up and the development of smart communities. In this paper, we analyzed the SmartDataNet ecosystem and Yucca platform.

Findings. With the emerging popularity of smart personal devices, smart community and the Internet of Things (IoT), all information collected and redrafted in classes of interest may improve the quality of life in terms of stress-reduction, health, urban decorum, and consumption. The development of Smart Community that uses the IoT devices have great potential and facilitate to create a set of new services for daily life (Xia et al., 2011).

Practical implications. The added value of this work can be found in the effort to contribute to this field of study and to explore the challenges and the opportunities that IoT offers in Smart community to trigger resources integration process and, therefore, to co-create value.

Originality/value. The paper provides new knowledge on IoT as eco-system (Vargo, 2014) that allows and fosters the sharing of information and knowledge, and therefore the creation of new exchangeable resources (Vargo and Lusch, 2011; Chou et al., 2016). Furthermore, it enables and fosters value co-creation as it enhances the communication and the interaction. (Meola, 2016).


Internet of Things; Smart Community; Value co-creation; Resource Integration

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