Value co-creation through social innovation: A study of sustainable strategic alliance in telecommunication and financial services sectors in Bangladesh

Mujahid Mohiuddin Babu, Bidit Lal Dey, Mizan Rahman, Sanjit K Roy, Sharifah Faridah Syed Alwi, Muhammad Mustafa Kamal

    Research output: Contribution to journalArticlepeer-review

    66 Citations (Scopus)
    626 Downloads (Pure)


    The formulation of strategic alliance by commercial, social and government organizations has potential to simultaneously achieve market related success and develop solution to social problems. Social innovation that leads to positive changes in society by providing solutions to social and environmental challenges may also require strategic collaboration by multiple organizations. Despite recent scholarly interest in social innovation, there is scant empirical evidence on the underlying drivers of network-based sustainable strategic relationships that co-create value. Moreover, further academic research on multi-stakeholder engagement to develop collaborative and strategic alliance-led social innovation can advance relevant scholarships. This study addresses these issues by analysing value co-creation through sustainable strategic alliance amongst commercial and not-for-profit organizations in Bangladesh. The research adopts qualitative method in the form of in-depth interviews from thirty-four senior management of commercial and not-for-profit organizations and industry experts in Bangladesh. Findings highlight the underlying drivers of strategic alliance that lead to value co-creation for concerned parties. The findings also suggest that strategic alliance constitutes service-ecosystem that facilitates emergence, engagement and evolution of social innovation that eventually drives value co-creation through sustained and successful social innovation. As such, the paper contributes to relevant literature and offers useful insights for practitioners and policy makers.

    Original languageEnglish
    Pages (from-to)13-27
    Number of pages15
    JournalIndustrial Marketing Management
    Early online date30 Jun 2020
    Publication statusPublished - Aug 2020

    Bibliographical note

    © 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

    Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.


    • Ecosystem
    • Engagement
    • Social innovation
    • Strategic alliance
    • Value co-creation

    ASJC Scopus subject areas

    • Marketing


    Dive into the research topics of 'Value co-creation through social innovation: A study of sustainable strategic alliance in telecommunication and financial services sectors in Bangladesh'. Together they form a unique fingerprint.

    Cite this