13. Value Co-creation Between Stakeholders in Malaysia’s Automotive Aftermarket E-commerce Industry: A Case Study of Sparke Autoparts

Sparke Autoparts Sdn. Bhd. (Sparke) is a start-up E-commerce company co-owned by PKT Logistics Group Sdn. Bhd. (PKT) and Baturu Information Technology Co. Ltd. (Baturu). Sparke is an industrial internet company specialising in automotive parts (autoparts) aftermarket sourcing, supply, transactions and services for the passenger and commercial vehicle markets. Its fully integrated Business-to-Business (B2B) service platform is the first in Malaysia, forming a closed loop of autoparts trading services from parts search, quotation, payment and delivery. Its industry-leading online platform solution is expected to make Sparke a leader in transforming and consolidating the traditional, fragmented autoparts industry in Malaysia. As the company is implementing a new business model that has the potential for disruptive innovation in Malaysia’s autoparts industry, this case study could give benefits to researchers and practitioners. The value co-creation between the various stakeholders—platform and service provider (Sparke), sellers (suppliers and stockists), and buyers (car and truck workshops) is an interesting relationship to be studied, especially on learning how to overcome the many challenges and barriers in introducing the new business model which shows great promise in addressing the various issues that are currently plaguing the traditional way of business in Malaysia’s autoparts industry.