From values to value: sustainability-oriented competition for a new value and market creation

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dc.contributor.advisorAlcalde Heras, Henar
dc.contributor.advisorRitala, Paavo
dc.contributor.authorRodríguez García, Angélica María
dc.date.accessioned2026-05-12T06:46:59Z
dc.date.available2026-05-12T06:46:59Z
dc.date.issued2026-01-13
dc.description.abstractThis dissertation investigates how competitors, when driven by industry-specific sustainability challenges, can collaboratively innovate their business models to create new customer value and, ultimately, a new market in which to compete. Building on both the coopetition-based business model (Ritala et al., 2014) and the values-based network and business model (Breuer & Lüdeke-Freund, 2017), it addresses five theoretical gaps in the coopetition and sustainability literature, particularly the lack of integrative frameworks that bridge normative approaches, derived from Stakeholder Theory (ST), and strategic approaches, derived from the Resource-Based View (RBV). The study employs a qualitative single case design, focusing on “La Red Tiendas Café Especial” in Colombia. Through congruence analysis(Blatter & Haverland, 2012), empirical data from interviews, archival sources, and participant observation are systematically compared with theoretical expectations. Findings reveal that shared industry-specific sustainability challenges motivated the creation of a governance structure institutionalizing common values and quality standards. This enabled three interrelated collaborative dynamics: (1) concept category creation, reframing specialty coffee through shared meanings and values; (2) product category creation, enhancing traceability, fair producer practices, and value chain innovation; and (3) consumption category creation, reconfiguring demand via customer education and responsible consumption. These dynamics converged into a new market category creation. The dissertation contributes theoretically by proposing an integrative analytical model of sustainability-oriented coopetition for new value and market creation, advancing conceptual, empirical, and methodological knowledge. Practically, it provides insights for firms, intermediaries, regional ecosystems, and policymakers seeking to transform sustainability challenges into collective opportunities for innovation and industry renewal.eng
dc.identifier.urihttps://hdl.handle.net/20.500.14454/5920
dc.language.isoeng
dc.publisherUniversidad de Deusto
dc.subjectCiencias Económicas
dc.subjectOrganización de la industrial y política económica pública
dc.subjectEstructura de mercado
dc.subjectMonopolio y competencia
dc.titleFrom values to value: sustainability-oriented competition for a new value and market creationeng
dc.typedoctoral thesis
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