The orchestrating firm: value creation in the video game industry

• Published in: Managing service quality Vol. 21; no. 4; pp. 392 - 409
• Main Authors: Gidhagen, Mikael, Persson Ridell, Oscar, Sörhammar, David
• Format: Journal Article
• Language: English
• Published: Bedford Emerald Group Publishing Limited 01.01.2011
• Subjects: Allocations; Business and economics; Business studies; Computer & video games; Continuity; Customer services; Ekonomi; Electronic & video games; Emergence; Empirical analysis; Företagsekonomi; International; Management science; Marketing; Methodology; Orchestration; Quality; Resource Integration; SAMHÄLLSVETENSKAP; Service Logic; SOCIAL SCIENCES; Software industry; Studies; Theory of the Firm; Value creation; Value Emergence Process; Video Game Industry; Orchestration; Video games; Value emergence process; Resource integration; Asset valuation; Service logic; Video game industry
• ISSN: 0960-4529; 2055-6225; 1758-8030; 1758-8030; 2055-6233
• DOI: 10.1108/09604521111146261

Purpose - The objective of this paper is to present an empirically founded outline of value creation and the orchestration of this process.Design methodology approach - A qualitative study of the video game industry was undertaken for which data were collected through use of both primary and secondary sources. The gathered data enabled a categorization of the industry, from both a user and a firm perspective, into different archetypical modes of value creation.Findings - The study adds to the understanding of value creation by illustrating that a firm can orchestrate the process through which value is created by being: an inspirator; a facilitator, and an attendant. In illustrating the continuity of this process, the paper introduces the orchestrating firm and the value emergence process.Research limitations implications - In describing the modes through which interaction occurs within the video game industry, the paper provides an outline which can be used for further investigations of value creation. This industry holds, however, certain features making the arguments presented in need of further research.Practical implications - Based on the empirical findings, an outline is provided for the allocation and deployment of internal resources in order to enable continuous value creation.Originality value - The paper empirically exemplifies how value creation is orchestrated by developing firms within the video game industry and illustrates value creation as a continuous process; a value emergence process.