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This paper offers a new framework of value co-creation in a small-medium enterprise (SME) community in which multi-actor interaction in the community plays an important role to do collective resource integration to overcome its limitation. The findings demonstrate that collaborative networks, dynamic interaction and resource integration are proven as a valid platform of value co-creation. Collaborative networks with external actors and dynamic interaction among members within a SME community link one another and show positive influence on resource integration in the value co-creation process. A SME can adopt this value co-creation platform as a new strategy for business development and sustainability. This study conveys a different perspective for service-dominant logic concept.

The study of value co-creation for marketing innovation in the small–medium enterprise (SME) community is still overlooked despite its contribution to economic development. This study offers a platform of value co-creation model for marketing innovation and compares its application to the green and business-as-usual SME communities. Structural equation modelling is conducted to test the hypotheses of both model applications. Key persons in the community were interviewed to enrich the quantitative results. The result shows the relationships between collaborative networks and dynamic interactions with resource integration as well as their impact on marketing innovation. Collaborative networks and dynamic interactions demonstrate significantly positive influences on marketing innovation in the business-as-usual SME community, whereas the green SME community only engages in internal dynamic interactions to build internal value co-creation. Policymakers may adopt this model to evaluate SMEs’ business performance by measuring the value co-creation effect on the community’s capacity development.

After studying this chapter, you will be able to:

• Define the concept of relationship marketing
• Describe relationship marketing as a business approach
• Explain the application of relationship marketing in sport
• Describe the intersection between social media and relationship marketing in sport
• Identify the three core components of relationship marketing
• Identify the benefits of social media in building relationships with customers
• Apply the principles of relationship marketing to social media content creation
• Create a plan for addressing contemporary issues using social media to build relationships

The emergence of the most recent FinTech phase resulted in multidimensional challenges, putting pressure on the traditional modus operandi within the financial services industry. Whilst incumbents initially responded to this FinTech phase by waiting out or attacking the new market entrants, the environment more recently shifted toward a more collaborative approach built on open innovation. The transition is further encouraged through regulatory initiatives (e.g. open banking), paving way for the development of FinTech-enabled ecosystems. Based on a review of publicly available information, this research is founded on academic and industry literature and aims at illuminating how banking organizations utilize open innovation as a vehicle for strategic intervention in order to respond to the changing market environment. Several cases that correspond to the attributes and characteristics of the three main types of open innovation (inside out, outside in, and coupled open innovation) are investigated, and common determinants contributing to the success of those initiatives derived in order to provide an outlook on future developments within the industry.

The development of information technologies and the emergence of e-commerce platforms have driven a new wave of research on consumer behavior, but the current literature is full of information, cross-disciplinary and complex, and the research lineage is not yet clear. This study explores the main hotspots, origins, and evolution of current research based on 291 core Chinese and English journals with the bibliometric visualization tool CiteSpace, which explains the connotation of consumption behavior from the SOR perspective. The study finds that consumer behavior research based on the SOR theory paradigm includes two categories of topics, consumer perception and brand building, and three evolutionary stages: the beginning, the early stage, and the prosperous stage. It composes a framework of consumer-brand interaction value co-creation. By building a theoretical library of consumer behavior based on the SOR perspective, this study clarifies the interaction pattern of consumer behavior, provides theoretical insights for the review research based on quantitative tools of literature, and provides a reference for enterprises to grasp the value proposition and improve marketing and service level.