Hiding and destroying outlier knowledge on digital transformation and value co-creation: impacts and insights from the fashion industry

• 
  By Nakul Gupta
  Associate Professor

  Co-Authors
  Huosong Xia, School Of Management, Wuhan Textile University, Wuhan, China
  Xinyu Wang, School Of Management, Wuhan Textile University, Wuhan, China
  Justin Zuopeng Zhang , Department Of Management, Coggin College Of Business, University Of North Florida, Jacksonville, Florida, USA
  Veda C. Storey, Department Of Computer Information Systems, J. Mack Robinson College Of Business, Georgia State University, Atlanta, Georgia, USA
  

  Journal : Journal of Knowledge Management
  Publisher : Emerald Group Publishing

Article citation: Xia, H., Wang, X., Zhang, J. Z., Storey, V. C., & Gupta, N. (2025). Hiding and destroying outlier knowledge on digital transformation and value co-creation: impacts and insights from the fashion industry. Journal of Knowledge Management, (ahead-of-print).

Abstract
Purpose

This study aims to investigate how fashion companies can enhance their knowledge sharing to achieve value co-creation through digital transformation.

Design/methodology/approach

This research establishes a theoretical framework to explore how the fashion industry can promote value co-creation. Using this outlier knowledge management framework, it conducts exploratory single-case studies to analyze successful instances of digital transformation within fashion enterprises. In this manner, it examines processes of outlier knowledge sharing and their impact on value co-creation.

Findings

The research identifies the process of digital transformation and value co-creation in fashion enterprises as an iterative spiral evolution. From case analyses, four propositions emerge. (1) Data resource capabilities positively influence value co-creation. (2) Platform integration capabilities enhance data resource sharing. (3) Outlier knowledge sharing mediates the relationship between data resource capabilities and value co-creation. (4) The effectiveness of platform integration capabilities, data resource capabilities and value co-creation is moderated by the concealment and disruptive effects of outlier knowledge.

Originality/value

This study highlights the mediating role of outlier knowledge management in digital transformation and value co-creation. It demonstrates that all employees must engage in value co-creation and continuous creation of unique knowledge to encourage sustainable development in the fashion industry. The findings provide significant managerial insights for driving digital transformation.