Making co-creation work in mobile financial services innovation: what capabilities are needed and what practices work best in developing countries?

  • Egena Ode

Student thesis: Phd


This thesis addresses existing shortcomings in the co-creation literature by proposing organisational capabilities that support co-creation in financial service firms. A developing country perspective is taken and the context is Nigeria, a West African Country. In this thesis, the Resource-based view and Knowledge-based view are integrated with the Dynamic Capability perspective to identify capabilities required to manage the dyadic interactions during co-creation. First, a conceptual model is developed through an in-depth literature review, before testing, refining and validating the model through a mixed-method research approach, involving both qualitative and quantitative research steps. The conceptual model identified a set of capabilities - namely the firm's innovation, knowledge management and relational capability and their effect on co-creation practice. The aim of the qualitative research step was to improve the conceptual model through exploratory research. This step involved in-depth interviews (n=9) with key informants and a focus group discussion with users (n=7). In the quantitative step, empirical data was collected via a questionnaire (n=261) using a drop-off-pick-up (DOPU) technique. The data is analysed using structural path analysis, hypotheses testing and model re-specification. The results of the qualitative phase indicate that co-creation in financial services is dependent on regulation, user need and the structure of financial services in Nigeria. The results also confirm the influence of innovation, knowledge management and relational capabilities on co-creation practice. Nevertheless, qualitative findings also show that knowledge management capability emerged as a vital capability upon which other value creation activities in financial service firms depend. These findings were further tested and validated in the quantitative phase. In line with the resource-based view (RBV) and the knowledge-based view (KBV), empirical findings confirm that the firm`s resource endowments explain, in part, value co-creation in firms. Principally, the findings of this study show that the capacity of financial service organisations to provide sustainable value creation for its clients and itself depend on the degree to which they possess specific dynamic capabilities. The findings also show the relative importance of co-creation practices and how they are effective only in certain conditions and specific environments.
Date of Award31 Dec 2018
Original languageEnglish
Awarding Institution
  • The University of Manchester
SupervisorNathan Proudlove (Supervisor) & John Rigby (Supervisor)


  • SEM
  • Nigeria
  • customer value
  • Co-creation
  • innovation
  • financial services
  • firm value

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