Legitimacy Processes and Trajectories of Co-Prosumption Services: Insights from Coworking Spaces

Office of Alumni and External Relations    2021-10-08

Subject: Legitimacy Processes and Trajectories of Co-Prosumption Services: Insights from Coworking Spaces

Guest: Yixin Qiu, Ph.D. Candidate, the University of Bayreuth

Host: Fei Li, Assistant Professor, Antai

Time: Wednesday, Oct 13, 2021,  14:00-15:30

Venue: Tecent Meeting (Please send email to for meeting number and password)


How does the inclusion of fellow customers in the service processes and service spaces influence the legitimacy and trajectory of service firms? Our study zooms in on co-prosumption service business models by adopting institutional theory on service and service ecosystem perspective on co-creation. We apply a flexible pattern matching approach to facilitate the iteration between existing theories and longitudinal empirical data from coworking spaces, which serves to examine, extend and complement patterns from prior studies. Our findings suggest that customers as key audiences of services have a double role in evaluating and co-creating legitimacy that occurs in three stages: provisional, calibrated, and affirmed legitimacy. Provider’s narratives, marketing image, and service space are postured to shape customers’ evaluation and expectation within the provisional legitimacy stage. Then, customer’s involvement in service processes promotes their further evaluation and switches their role as a co-creator in the calibrated legitimacy stage. Repeated or continued service co-creation finally leads to affirmed legitimacy. Our findings also reveal coopetitive heterogenous institutional logics and interests as a complementary trajectory mechanism that adds to the patterns from the prior studies.


Yixin Qiu is finishing her Ph.D. study at the Chair of Strategic Management and Organization, the University of Bayreuth in Germany. Her research agenda focuses mainly on the innovation management of organizations. Specifically, she is interested in the changes derived from collaborative workspaces and digital transformation, as well as their consequential effects on organizational outcomes regarding entrepreneurship, communication, and performance. Her research work appears in many international journals, including Technological Forecasting and Social Change, Review of Managerial Science, Business Horizon, and International Journal of Innovation and Technology Management.

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