Co-opetition as a Framework to Improve Social Value Co-creation. Case Study: Trans Metro Bandung

Analyzing service science to revealed embedded theory, this paper suggests a value net approach to the use of co-opetition situation in management conflict. A case of Trans Metro Bandung (TMB) conflict is analyzed from this perspective. TMB is a public transportation mode that is built as an alternative solution to Bandung traffic jam. Unfortunately, TMB become a source of conflict especially with the existing public transportation companies. This paper seeks to utilize TMB’s concepts of service science to explore how value co-creation occurs in the context of co-opetition of public transport service provider in Bandung. This study is a single case study with a focus on the Bandung Agency of Transportation (Dishub Bandung) as TMB’s provider perspective. The findings enrich understanding of value co-creation by showing that organization should take comprehensive view if they want to minimize conflict and to have same platforms in embracing co-creation.