The Strategic Impact of Corporate Responsibility and Criminal Networks on Value Co-Creation

• Main Authors: Peter Zettinig, Frederick Ahen
• Format: Article
• Language: English
• Published: Carleton University 2011-02-01
• Series: Technology Innovation Management Review
• Online Access: http://timreview.ca/sites/default/files/Issue_PDF/march11_osbr.pdf

This article is motivated by the increasing concern about the ever-declining security of pharmaceutical products due to the abundance of counterfeit network actors. We argue that if networks are effective mechanisms for criminal organizations to infiltrate into any value chain, then networks should also work for responsible businesses in their quests to counter this phenomenon of value destruction, which is ultimately detrimental to the value co-creation process. Thus, this article demonstrates a nuanced understanding of the strategic impact of corporate responsibility of actors in networks on value co-creation. The current discourse on value co-creation in business networks is structured in such a way that it precludes its inherent corporate responsibility component even though they are not mutually exclusive. Moreover, research on value co-creation aimed at the proactive and responsible defence of a network substance via value co-protection has been mostly scant. We propose a model of value-optimization through value co-protection and ethical responsibility. This way of theorizing has several implications for both policy making and managerial decision making in the pharmaceutical industry and beyond.