The co-production of value in digital, university-industry R&D collaborative projects

Ana Isabel Canhoto, Sarah Quinton, Paul Jackson, Sally Dibb

Research output: Contribution to journalArticlepeer-review

43 Citations (Scopus)
30 Downloads (Pure)


In the context of R&D collaborations between universities and industry, this study investigates the co-production process and the contextual elements that shape it. We develop a conceptual framework that builds on the service-dominant logic perspective that value propositions emerge from the interaction between co-producing parties and the integration of resources. Specifically, the framework explicates how individual, organizational, and external factors shape the type of interactions and the platforms used, the availability and use of operand and operant resources, and the organizational and individual outcomes sought in R&D collaborative projects. We investigate the interplay among these factors through group interviews with UK industry practitioners and university researchers in the context of digital research projects. The types of interaction, resources, and outcomes sought that characterize successful R&D collaboration are revealed, and the contextual aspects that enable, facilitate, block, or create barriers to successful R&D collaborations are identified. Finally, we propose five practical principles for the successful development of collaborative R&D projects within the university-industry context.

Original languageEnglish
Pages (from-to)86-96
Number of pages11
JournalIndustrial Marketing Management
Early online date22 Apr 2016
Publication statusPublished - Jul 2016
Externally publishedYes

Bibliographical note

Publisher Statement: NOTICE: this is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Industrial Marketing Management, [56, (2017)] DOI:10.1016/j.indmarman.2016.03.010


  • Digital research
  • Knowledge exchange
  • R&D collaboration
  • University-industry collaboration
  • Value co-creation
  • Value proposition co-production

ASJC Scopus subject areas

  • Marketing


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