Art infusion in digital service innovation platform ecosystems

Abstract

Cultural and creative industries (CCI) are the most rapidly developing business sectors globally. Rapid developments in science and technology have required CCI to adjust to meet the challenges of digital transformation by providing opportunities for value cocreation with partners. The present study investigated TT, a Taiwanese culture and creative brand, as a case study of digital transformation, how this firm employs digital platform strategies to achieve value cocreation among brand suppliers and how this digital transformation has reshaped its organizational operations and partner relationships. This established an organizational framework comprising inclusive values, art infusion digital platform services, and cultural resources to provide a reference for CCI struggling with digital transformation and value cocreation. It revealed that TT develops designs grounded in Taiwanese cultural imagery to create products that capture the essence of its cocreated new brand. Furthermore, TT implements brand marketing and cobranded product services, employing art infusion not merely as a tool to add value but rather as the core of a value cocreation platform driving brand collaboration and customer participation. This study extends the theoretical applications of service-dominant logic by demonstrating that art infusion functions as an intermediary mechanism for integrating cultural resources and value cocreation. This study incorporates art fusion into the analytical framework of value co-creation, suggesting that it is not only part of the value proposition but also a key mediating mechanism that facilitates resource integration, participant interaction, and its mutually beneficial coexistence. As suggested by the SDL, this perspective expands the theoretical boundaries of value co-creation, thereby making design and cultural resources a core resource for digital transformation.

Keywords: Culture and Creative Industry, Valur Co-creation, Art Infusion, Platform Ecosystem

DOI: 10.54941/ahfe1008173