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Introduction
The success of a new service depends on the value it creates for the user but also on the value it creates or destroys for the network in which that user is embedded. For example, smart alarm systems for consumers’ homes might increase one family member’s feelings of security, while other members find the false alarms and constant notifications stressful and feel more vulnerable when relying on such technology. In weighing the benefits and risks, each member of the network might support or impede an individual’s acceptance of a service, particularly if it is co-created in a novel way. According to Skålén et al. (2015), a service innovation implies new value propositions that hold promises of value creation for a diverse set of actors. If service providers hope to encourage individuals to adopt an innovative, future service scenario, they must understand the value networks in which these individuals interacts and the impact that a new service will have on the value created/destroyed therein. Such a holistic perspective can offer service managers insights into the disruptive nature of a new service and its effect on value co-creation and co-destruction throughout the value network.
Healthcare offers an ideal setting in which to investigate value co-creation/destruction in networks, because it comprises complex webs of interactions among multiple actors, technology, and ambiguous institutional rules and norms (Black and Gallan, 2015; McColl-Kennedy et al., 2012, 2016). Many new services in healthcare, especially technology-intensive ones (e.g. healthcare robots, Telehealth), confront resistance (Broadbent et al., 2009; Green et al., 2016). In this setting, an especially critical segment to study is the growing elderly population, with its strong network characteristics and generally lower receptiveness to new technologies (Smith, 2015). This population is expected to increase by a staggering 18-28 percent by 2060 (European Commission (DG ECFIN) and the Economic Policy Committee (AWG), 2015), putting great stress on national systems and compelling innovative solutions to ensure the well-being of the elderly while also enabling formal (i.e. professional care staff) and informal (i.e. family and friends) actors to perform service functions. For example, the well-being of the elderly and their network of caregivers may be improved by socially assistive robots, which may enhance seniors’ quality of life and alleviate their sense...