A Value Co-Creation Model for Multi-Language Knowledge Communication

This paper aims at investigating the formation process of value co-creation in the real fields by using a case study of multi-language knowledge communication. We use the YMC (Youth Mediated Communication)-Viet project, an agricultural support project for Vietnamese farmers by Japanese experts through children of the farmers, where the end-to-end value co-creation is between the Japanese experts and Vietnamese farmers. On one hand, Japanese experts provide agriculture knowledge to Vietnamese farmers for solving problems in the paddy or increasing their knowledge. On the other hand, Vietnamese farmers send field data to Japanese experts for providing more accurate knowledge and collecting data for further analysis. However, we have to consider several problems due to the complexity of the real fields. First, translation between different languages should be worked out to support the knowledge transfer. Second, since there are different stakeholders in the project, the various incentives from the stakeholders should be considered. Iterative service design approach is applied to address the complexity of such real field problems, where the formation process of value co-creation can be realized by several stages: proposing individual services, modeling value co-creation for individual services, and designing the structure of different value co-creation layers for the overall service. As a result, we propose a hierarchical value co-creation model for multi-language knowledge communication, including language communication, knowledge communication, and organizational communication. Moreover, we investigate the issues and possible solutions for each layer in the model.