Table 3 An example of the codification... | Emerald Publishing

Table 3

An example of the codification process

Statements	Theme	Theoretical category
We believe that our company differs from the others for the investment it makes in relations with the main stakeholders: partner restaurants, customers, drivers	Stakeholder-centric relationships	Co-creation
Each category is followed individually so that stable and lasting value relationships can be created	Long-lasting valuable relationships	Co-creation
We take care of the well-being of our riders and this can be seen both on a contractual level but also through their uniform and others facilities	Riders well-being orientation	Human-centricity
Today our customers have the possibility to order from the comfort of their homes, other product categories such as food, pharmaceuticals, baby products and much more	Customer experience based business development	Business development
Taking care of the environment is very important for us. However, there are no direct references to environmental aspects in our current value proposition	Environmental sustainability orientation	Business development
Within our company there is a strong culture oriented towards the environmental protection	Environmental sustainability orientation	Business development
The major obstacles to defining our service from a totally green perspective could be greater on the side of affiliated businesses	Obstacles to environmental sustainability	Business development
We believe that most of our consumers are attentive to environmental responsibility	Environmental-oriented customer experience	Consumer behavior
We believe it is possible to provide our customers with a green-oriented experience, in fact we are looking for eco-friendly packaging suppliers, to limit the environmental impact of our experience	Touchpoints management	Consumer behavior
In the next future, we would like to supply packs to our partner restaurateurs in order to win the battle against plastic	Environmental-oriented business ecosystem	Business development
Being a company with computerized processes, we can say that most of our customer contact points are already green oriented	Environmental-oriented customer experience	Consumer behavior
They could improve, with the introduction of completely green means of transport for delivery such as the use of electric bicycles rather than electric scooters to make deliveries	Environmental-oriented business ecosystem	Business development

Statements	Theme	Theoretical category
We believe that our company differs from the others for the investment it makes in relations with the main stakeholders: partner restaurants, customers, drivers	Stakeholder-centric relationships	Co-creation
Each category is followed individually so that stable and lasting value relationships can be created	Long-lasting valuable relationships	Co-creation
We take care of the well-being of our riders and this can be seen both on a contractual level but also through their uniform and others facilities	Riders well-being orientation	Human-centricity
Today our customers have the possibility to order from the comfort of their homes, other product categories such as food, pharmaceuticals, baby products and much more	Customer experience based business development	Business development
Taking care of the environment is very important for us. However, there are no direct references to environmental aspects in our current value proposition	Environmental sustainability orientation	Business development
Within our company there is a strong culture oriented towards the environmental protection	Environmental sustainability orientation	Business development
The major obstacles to defining our service from a totally green perspective could be greater on the side of affiliated businesses	Obstacles to environmental sustainability	Business development
We believe that most of our consumers are attentive to environmental responsibility	Environmental-oriented customer experience	Consumer behavior
We believe it is possible to provide our customers with a green-oriented experience, in fact we are looking for eco-friendly packaging suppliers, to limit the environmental impact of our experience	Touchpoints management	Consumer behavior
In the next future, we would like to supply packs to our partner restaurateurs in order to win the battle against plastic	Environmental-oriented business ecosystem	Business development
Being a company with computerized processes, we can say that most of our customer contact points are already green oriented	Environmental-oriented customer experience	Consumer behavior
They could improve, with the introduction of completely green means of transport for delivery such as the use of electric bicycles rather than electric scooters to make deliveries	Environmental-oriented business ecosystem	Business development

Source(s): Our elaboration