Hesty Nurul Utami
Hesty's subject area is PhD Marketing. Hesty's PhD project title is 'Value Co-Creation Through Digital Technology in Developing Economies: Reflections from Indonesian Agri-Food E-commerce Chain'. Read more about Hesty's research.
Project title
Value Co-Creation Through Digital Technology in Developing Economies: Reflections from Indonesian Agri-Food E-commerce Chain.
Supervisors
- Dr Eleftherios Alamanos
- Dr Sharron Kuznesof
Contact
Email: hesty.nurul@unpad.ac.id
Project description
My research examines the role of digital technology in promoting value co-creation (VCC) in the agri-food industry of a developing country that has a bottom of pyramid market (BOP).
The empirical focus was given to the B2B and B2C relationships amongst local networks in Indonesia's vegetable supply chain that followed a new emergence e-commerce chain by taking multiple business actor and consumer perspectives.
The research contributed to the literature in four folds:
- a transformational VCC within e-commerce chains through a market configuration based on the S-D logic and social justice logic
- e-commerce as a strategic enabler for the VCC process at the local network
- proposing technology – innovation, inclusive business initiatives, social justice ethos, and collaboration – strategic partnerships as the underlying VCC dimensions of engagement among market actors
- the causes and effects of customer VCC based on consumption experiences using e-commerce for food purchase
Hesty Nurul Utami holds a PhD degree in Marketing from Newcastle University Business School, UK, and a master’s degree in Marketing from Master of Management from Padjadjaran University, Indonesia. Hesty is currently working as a senior lecturer in Agribusiness at Padjadjaran University – Indonesia. Her research interest includes applying food and agribusiness marketing, value co-creation, social entrepreneurship marketing, customer behaviour and engagement, digital marketing, and digital technology for SMEs.