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The role of employee goal frames in value co-creation


Donia Waseem
University of Bradford School of Management
United Kingdom
Donia Waseem ,
Sergio Biggemann
University of Otago
New Zealand
Sergio Biggemann and Tony Garry

Place of Publication

The paper was published at the 35th IMP-conference in Paris, France in 2019.


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This paper explores the role of actor goal frames in value co-creation through a service-dominant logic lens in an industrial context. Adopting an industrial ethnographic approach, the principal researcher engaged with the participants in a car and tile manufacturing firm. A total of 71 employees were interviewed and observed over a period of five months. Secondary data were also collected from both firms, which included a quarterly magazine, presentations and published research reports. We find that employee goal frames influence the way employees experience work and co-create value. Three key goal frames influence value co-creation: (1) individual (i.e., positive emotions, recognition, learning and growth, and work content); (2) relative (i.e., concerns for other individuals); and (3) collective (i.e., contributing to the collective entity). The paper contributes to the extant literature in three ways: it offers goal frames as a new construct to understand employee value co-creation; it conceptualizes the connection between goal frames and value co-creation; and it investigates an important, yet ignored, stakeholder i.e., employees, and hence contributes to a more balanced theoretical foundation for S-D logic in an industrial context.