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Central to service-dominant (S-D) logic is the proposition that the customer becomes a co-creator of value. This emphasizes the development of customer–supplier relationships through interaction and dialog. However, research to date suggests relatively little is known about how customers engage in the co-creation of value. In this article, the authors: explore the nature of value co-creation in the context of S-D logic; develop a conceptual framework for understanding and managing value co-creation; and utilize field-based research to illustrate practical application of the framework. This process-based framework provides a structure for customer involvement that takes account of key foundational propositions of S-D logic and places the customer explicitly at the same level of importance as the company as co-creators of value. Synthesis of diverse concepts from research on services, customer value and relationship marketing into a new process-based framework for co-creation provide new insights into managing the process of value co-creation. KeywordsCo-creation-Co-production-Service-dominant logic-Value
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Managing the co-creation of value
Adrian F. Payne &Kaj Storbacka &Pennie Frow
Received: 6 July 2006 /Accepted: 10 July 2007 / Published online: 11 August 2007
#Academy of Marketing Science 2007
Abstract Central to service-dominant (S-D) logic is the
proposition that the customer becomes a co-creator of
value. This emphasizes the development of customer
supplier relationships through interaction and dialog.
However, research to date suggests relatively little is known
about how customers engage in the co-creation of value. In
this article, the authors: explore the nature of value co-
creation in the context of S-D logic; develop a conceptual
framework for understanding and managing value co-
creation; and utilize field-based research to illustrate
practical application of the framework. This process-based
framework provides a structure for customer involvement
that takes account of key foundational propositions of S-D
logic and places the customer explicitly at the same level of
importance as the company as co-creators of value.
Synthesis of diverse concepts from research on services,
customer value and relationship marketing into a new
process-based framework for co-creation provide new
insights into managing the process of value co-creation.
Keywords Co-creation .Co-production .
Service-dominant logic .Value
Vargo and Lusch (2004a) have developed a comprehensive
and penetrating foundation for a service dominant (S-D)
logic in marketing. Central to S-D logic is an increasingly
acknowledged view that service is the common denomina-
tor in exchange and not some special form of exchange, i.e.,
what goods are not(Vargo and Lusch 2004b). Further, it
highlights the value-creation process that occurs when a
customer consumes, or uses, a product or service, rather
than when the output is manufactured.
S-D logic attributes importance to the value-creating
processes that involve the customer as a co-creator of value
(Lusch and Vargo 2006, p. 181). While the subject of
customer value has been addressed by a number of
researchers (e.g., Holbrook 1996; Woodruff 1997), and
more recently in the context of S-D logic (e.g., Berthon and
John 2006; Holbrook 2006), we concur with the view of
Woodruff and Flint (2006) that relatively little is known
about how customers engage in co-creation. Co-creation
can be viewed from different perspectives. Our focus is on
how a supplier can seek to manage the co-creation of value,
rather than exploring issues such as how social-cultural
circumstances might be the impetus for customerspartic-
ipation in co-creation.
The purpose of this article is to develop a process-based
conceptual framework for understanding and improving
value co-creation within the context of S-D logic. The
J. of the Acad. Mark. Sci. (2008) 36:8396
DOI 10.1007/s11747-007-0070-0
A. F. Payne (*)
Australian School of Business,
University of New South Wales, UNSW,
Sydney 2052, Australia
K. Storbacka
Nyenrode Business Universiteit,
Straatweg 25, P.O. Box 130, 3620 AC Breukelen,
The Netherlands
P. Frow
Discipline of Marketing, Faculty of Economics and Business,
The University of Sydney, NSW,
Sydney 2006, Australia
article is organized as follows. First, we provide an
overview of research into co-creation. Second, we identify
key components of value co-creation and explain how these
can be integrated in a new conceptual framework. Third, we
use field-based research to illustrate application of the
framework. Finally, we discuss limitations of the study and
some areas for further research.
The value co-creation process involves the supplier
creating superior value propositions, with customers deter-
mining value when a good or service is consumed. Superior
value propositions, that are relevant to the suppliers target
customers, should result in greater opportunities for co-
creation and result in benefits (or value) being received by
the supplier by way of revenues, profits, referrals, etc. By
successfully managing value co-creation and exchange,
companies can seek to maximize the lifetime value of
desirable customer segments (Payne and Frow 2005).
However, this does not imply equality between the value
that co-production provides to the customer and the value
that such activities provide to the supplier.
The co-creation of value
The notion of marketing as a facilitator and structurerof the
mutual creation and enjoyment of value is gaining credence.
S-D logic is based on nine foundational propositions (FPs;
Vargo and Lusch 2004a,2006). These FPs are not a set of
rules.Instead they represent a developing and collabora-
tive effort to create a better marketing-grounded under-
standing of value and exchange. In this article we focus on
FP 6: The customer is always a co-creator of value: There
is no value until an offering is usedexperience and
perception are essential to value determination.
Traditionally, suppliers produced goods and services,
and customers purchased goods and services. Today,
customers can engage in dialog with suppliers during each
stage of product design and product delivery. This form of
dialog should be seen as an interactive process of learning
together (Ballantyne 2004). Together, supplier and custom-
er have the opportunity to create value through customized,
co-produced offerings. The co-creation of value is a
desirable goal as it can assist firms in highlighting the
customers or consumers point of view and in improving
the front-end process of identifying customersneeds and
wants (Lusch and Vargo 2006).
Research in co-creation
The literature relating to co-production and co-creation has
been reviewed by Bendapudi and Leone (2003). We make no
distinction between these terms here, but generally use the
term co-creation adopting Vargo and Luschs(2006,p.44)
view that the term co-produceris somewhat tainted with
connotations of a goods-dominant (G-D) logic. First, is the
emotional engagement of customers through advertising and
promotional activities (e.g., Club Med, the French package
holiday company, creates a strong emotive appeal through
highly distinctive advertising). Second, is self-service, where
there is a transfer of labor to the customer (e.g., IKEA the
Swedish retail giant, actively involves its customers in key
activities such as transportation and assembly of flat pack
furniture). Third, is where the supplier provides an experi-
ence and the customer is part of this context (e.g., Disney
Theme Parks place great emphasis on the customer
experience. Employees, known as cast members,follow
carefully scripted roles to create a theatreexperience for
their audience). Fourth, is when the customer self-selects,
using the suppliers prescribed processes, to solve a
particular problem (e.g., Citibank, the global bank, provides
interactive voice and keyboard response systems for cus-
tomers contacting their call center). Fifth, the customer and
supplier engage in the especially important activity of co-
design of products (e.g., Intuit, the producers of Quicken
financial software, use every employee as a listening post
to gain profound customer insights which are utilized in
helping customers co-design their products).
Earlier work on experiential marketing by consumer
researchers (e.g., Holbrook and Hirschman 1982) empha-
sized emotions, contextual, symbolic and non-utilitarian
aspects of consumption (Arnould and Thompson 2005).
Holbrook (1996) defines consumer value as an interactive
relativistic preference experience, i.e., the argument is that
experience defines what is valuable to a customer. We draw
on these concepts in this article.
From a managerial perspective, the work of Prahalad and
Ramaswamy is of particular interest as their research on co-
creation embraces a holistic perspective. Their character-
ization of the evolution and transformation of customers
from passive audiencesto active players(Prahalad and
Ramaswamy 2000), has particular resonance to value co-
creation. Significantly, they point to the emergence of a
new logic for value creation where value is embedded in
personalized experiences, noting, early experimenters are
moving away from the old industry model that sees value as
created from goods and services to a new model where
value is created by experiences(Prahalad 2004, p. 172).
In the specific context of S-D logic, recent research on
co-creation has focused on: co-creating the voice of the
customer (Jaworski and Kohli 2006); satisfying expec-
tations (Oliver 2006); a costfunction model for co-
production (Etgar 2006); supply chain issues and value chain
management (Flint and Mentzer 2006); cross-functional
processes (Lambert and Garcia-Dastugue 2006); and mar-
keting strategy effectiveness and operations efficiency
(Kalaignanam and Varadarajan 2006). Such research pro-
84 J. of the Acad. Mark. Sci. (2008) 36:8396
vides considerable insight into a number of specific aspects
of the value co-creation process. However, with the
exception of Prahalads and Ramaswamys(2004)DART
model, our review of the literature revealed a surprising
lack of work directed at providing frameworks to help
organizations manage the co-creation process. While the
extant literature gives examples of firms that have adopted
co-creation and useful insights into what needs to be
addressed; there is relatively little direction on how this
process should be undertaken.
Developing a process-based framework
Schrage (1995) identifies the need for creating tools for
co-creationand, in the context of S-D logic, Bolton (2006)
points to the need for theoretical approaches that help
identify business best practice. Such calls provided moti-
vation for our research into how a firm can create
competitive advantage by developing improved approaches
to managing co-creation.
We began by developing an initial framework for
managing the co-creation of value from literatures on
value, value chains, co-creation, S-D logic, relationship
marketing and consumer behavior. We then reviewed and
developed the framework through field-based research.
This field-based research utilized interaction research
(Gummesson 2002). The framework we developed was
progressively refined as a result of insights during a series
of three workshops and from individual interviews with
senior managers.
Study participants were drawn from 18 large organizations
operating in the business-to-consumer and business-to-business
sectors. We sought representation from organizations in a
number of different industry contexts that were interested in
exploring how to engage with their customers in the co-
creation of value. The organizations included service
providers (travel, energy, retail), payment infrastructure
(financial services), fulfillment organizations (logistics com-
panies), internet and mobile service access (telecommunica-
tion companies), and manufacturing and network providers
(mobile phone companies). Six of the 18 organizations were
large global companies; the remaining 12 were major
regional or national firms. All were substantial players
within their sector. The fieldwork was carried out over a
9-month period in Northern Europe, the UK and the USA.
Each participant understood that the research objective of the
study was to develop a framework for value co-creation.
The managers involved in the research were senior level
executive vice presidents and their direct reports. We placed
considerable effort on gaining the involvement of reflec-
tive practitioners(Schön 1983) who had expressed keen
interest in being involved in the conceptual development of
the framework. The executives who participated in the
research were intellectually interested in co-creation (as
reflective practitioners), wanted to improve their com-
panys offering to customers and were keen to obtain
commercial benefits from co-creation.
Each executive participated in three full-day workshops.
The first workshop focused on finding new insights into the
companiescustomersupplier relationships in the context
of value co-creation and included discussion of the initial
framework components. The second workshop centered on
the evaluation and critique of potential new frameworks for
improving co-creation and involved detailed discussions on
encounter mapping (e.g., Shostack 1984; Kingman-Brundage
1989), described later in this article. The final workshop
involved detailed discussions refining the framework. Sub-
sequently, further extensions were made to the framework as
a result of field-based work with managers on co-creation
initiatives within their firms.
A conceptual framework for co-creation of value
The conceptual framework we develop starts with recogni-
tion of the centrality of processes in co-creation. There is
now an increasing recognition of the important role of
processes (e.g., Webster 2002). S-D logic (Vargo and Lusch
2004a) emphasizes that marketing should be viewed as a
set of processes and resources with which the company
seeks to create value propositions. Processes include the
procedures, tasks, mechanisms, activities and interactions
which support the co-creation of value. This process view
accentuates the need to view the relationship between the
provider and the customer as a longitudinal, dynamic,
interactive set of experiences and activities performed by
the provider and the customer, within a context, using tools
and practices that are partly overt and deliberate, and partly
based on routine and unconscious behavior.
The literature, our initial research and our later field-
based research confirmed the need for a practical and robust
process-based value co-creation framework consisting of
three main components:
&Customer value-creating processesin a business-to-
consumer relationship, the processes, resources and
practices which customers use to manage their activi-
ties. In a business-to-business relationship, the process-
es are ones which the customer organization uses to
manage its business and its relationships with suppliers.
&Supplier value-creating processesthe processes,
resources and practices which the supplier uses to
manage its business and its relationships with customer
and other relevant stakeholders.
&Encounter processesthe processes and practices of
interaction and exchange that take place within custom-
er and supplier relationships and which need to be
J. of the Acad. Mark. Sci. (2008) 36:8396 8585
managed in order to develop successful co-creation
These three main processes (customer, supplier, encoun-
ter) form the basis of the framework for co-creation
presented in Fig. 1. We now provide an overview of the
structure of the framework and then illustrate the applica-
tion of its use.
This framework illustrates an interconnected set of
processes and the recursive nature of co-creation. The
arrows in the middle of Fig. 1represent different encounters
between the customer and the supplier which occur as a
result of their respective value-creating processes. These
arrows point in both directions highlighting the interactive
nature of encounters. The arrows between the customer
processes and customer learning indicate that the customer
engages in a learning process based on the experience that
the customer has during the relationship. This customer
learning, in turn, has an impact on how the customer will
engage in future value co-creation activities with the
supplier. Similarly, the arrows between supplier processes
and organizational learning indicate that as the supplier
learns more about the customer, more opportunities become
available for the supplier to further improve the design of
the relationship experience and enhance co-creation with
Customer value-creating processes
A G-D logic viewpoint sees the product as the organizer
of new opportunities for the firm. S-D logic suggests
relevant meanings are created by the experiences a
customer has over time. Evolving to an S-D logic for
marketing represents a shift in marketing focus from
designing relevant products to understanding the potential
for co-creating relationship experiences. Normann and
Ramirez (1993, p. 69) suggest the key to creating value
is to co-produce offerings that mobilize customers. S-D
logic regards customers as active players who can co-
develop and personalize their relationships with suppliers,
and adopt a multitude of different roles. The customer can
be a customer (payer), a consumer, a competence provider,
a controller of quality, a co-producer, and/or a co-marketer
(Storbacka and Lehtinen 2001). Customers must, however,
learn to use, maintain, repair, and adapt the offering to their
individual needs, usage situations and behaviors (Vargo and
Lusch 2004a).
The customers value creation process can be defined as
a series of activities performed by the customer to achieve a
particular goal. One key aspect of the customers ability to
create value is the amount of information, knowledge, skills
and other operant resources that they can access and use
(Normann 2001). If a supplier wants to improve its
competitiveness, it has to develop its capacity to either
add to the customers total pool of resources in terms of
competence and capabilities (relevant to the customers
mission and values), or to influence the customers process
in such a way that the customer is able to utilize available
resources more efficiently and effectively.
An important concept is that the value proposition exists
in order to facilitate the co-creation of experiences. Creating
customer experiences is less about products and more about
relationships which the customer has vis-à-vis the total
offering. It involves focusing on value-in-useinstead of
mere product features.
Customer value creating processes should not be viewed
in the traditional engineeringsense, but as dynamic,
interactive, non-linear, and often unconscious processes.
Relationship Experience
BehaviorEmotion Cognition
Relationship Experience
BehaviorEmotion Cognition BehaviorEmotion Cognition
Customer Learning
Organizational Learning
Co-creation & Relationship Experience Design
Implementation &
Opportunities Planning
Co-creation & Relationship Experience Design
Implementation &
Opportunities Planning Implementation &
Opportunities Planning
Figure 1 A conceptual frame-
work for value co-creation.
86 J. of the Acad. Mark. Sci. (2008) 36:8396
Korkman (2006, p. 27) suggests that the customer engages
in practices. Building on the ideas of Reckwitz (2002) and
Schatzki (2001), he defines a practice as a set of routinized
actions which consist of tools, know-how, images, physical
space, and an active player who is willing to carry out and
carry on the practice. Korkman argues that value is
embedded in customerspractices and that this value can
be enhanced through positive interventions or further
development. The suppliers motivation should be to
improve these customer practices in order to build value
for the customer and a more valuable role for itself in the
customers activities.
The importance of recognizing customer processes rests
with the need to develop a full understanding of where a
suppliers offering fits within the customersoverall
activities. For example, a leading international airline
usefully mappedhow the travel experience on their plane
fitted within the total consumption system of their premium
business customers. They used a shadowingtechnique
where, with the customers prior permission, highly
personable employees of the airline arrived at the custom-
ers home as they were preparing to travel. The airline
employee then accompanied the business customer to the
airport, traveled with them to their destination, remained
with them throughout the day, flew back with them, and
returned with them to their home. The insights gained were
used to inform future service development.
The relationship experience
The relationship experience in Fig. 1can be considered
from the perspective of two streams of consumer research
the information-processing approach and the experiential
approach. The information-processing consumer research
stream views customers as being involved in a cognitive
process of making a judgment on the basis of whether past,
present or imagined future experiences are valuable for them
(Oliver 1999). In this approach the customer is expected to
be willing and be knowledgeable enough to assess the
benefits and the sacrifices of a product (e.g., Zeithaml
1988) or a relationship (e.g., Grönroos 1997,2000).
According to this cognitive view, the customer is engaged
primarily in goal-directed activities such as searching for
information, evaluating available options, and deciding
whether or not to buy a particular product or service.
However, as Fournier (1991) observed, the concept of
consumer behavior has broadened considerably through the
contributions of the experiential view of consumption (e.g.,
Hirschman and Holbrook 1982; Holbrook and Hirschman
1982). Experiential consumption research and consumer
culture theory (Arnould and Thompson 2005) emphasize
emotions and contextual, symbolic and non-utilitarian
aspects of consumption. Here value is considered to reside
not in the object of consumption but in the experience of
consumption. Consumption includes the flow of fantasies,
feelings, and fun (Holbrook and Hirschman 1982). Expe-
riential consumption can be analyzed not only as a rational
act, but also from contextual and symbolic viewpoints
(Addis and Holbrook 2001). Customers can therefore be
regarded as feelersand doers, as well as thinkers. Here
such behavior may not necessarily be goal-directed.
Within the customer processes component of the co-
creation framework, we outline three elements of the
relationship experience: cognition, emotion and behavior.
The traditional information-processing stream of consumer
research emphasizes cognition, affect and behavior in a
narrow sense. When considering the relationship experi-
ence, these elements need to be seen in the broader context.
Thus, based on Holbrook and Hirschman (1982), cognition
needs to be seen from both an information-processing
approach that focuses on memory-based activities and on
processes that are more sub-conscious and private in
nature. Emotion and feelings extend beyond affectwhich
emphasizes attitudes and preferences. Following Beckman
(1989), we use emotion as an umbrella term for feelings,
moods and affect-based personality characteristics.Behav-
ior is the actions that stem from and result in experiences.
Behavior analysis should therefore move beyond choice
processes that lead to purchase decisions and include
experiences that customers have as a result of using a
product or service.
Holbrook and Hirschman (1982) conclude that while
much buyer behavior can be explained by the information
processing approach, supplementing it with an experiential
perspective can be greatly enriching. This also suggests that
the emotional peakexperiences proposed by popular
authors (e.g., Pine and Gilmore 1999; Schmitt 2003) are
just a subset of the total range of opportunities available to
Customer learning
The customers experience of a supplier and its products is
a culmination of the customers cognitions, emotions and
behavior during the relationship. These elements are
interdependent and involve the customer in thinking,
feeling and doing as an integral part of their role in value
co-creation. Importantly, the relationship experience leads
to customer learning. Customer satisfaction and the degree
of customer involvement help determine whether the
relationship is ongoing. The suppliers role is, therefore,
one of providing experiential interactions and encounters
which customers perceive as helping them utilize their
By understanding the customer cognition, emotion and
behavior in this broader experiential sense, the supplier can
J. of the Acad. Mark. Sci. (2008) 36:8396 8787
shift the focus of marketing communications from attention
seeking to dialog with customers in support of their
experiences and learning processes. The supplier can
support customer learning by developing processes which
take into account the customers capability to learn. The
results of the customer learning process are manifested in
changes within the customers attitudes and preferences.
For example, if a suppliers superior value proposition leads to
its acquisition of a customer, and as a result of value-in-use
the customer has better experiences than with other suppliers,
the customer will typically develop a preference for that
supplier and engage in repeat purchase.
Customer learning can take place at differing levels of
process complexity. We distinguish between three types of
customer learning: remembering, internalization and pro-
portioning. Traditionally, marketing communication has
focused on remembering. This is a simple form of learning
and it is about customer attention rather than a competence
to process emotions and information. The second level of
customer learning is internalization. During this process
customers interpret and assimilate messages and experi-
ences. The customer is usually prompted to take some kind
of stand, which is often based on the emotions they
experience in relation to the message. Internalization is
common in traditional brand-building activities which aim
to build consistent and memorable customer associations
with a product or brand identity. We term the third and
more complex form of customer learning proportioning.
Proportioning is a form of double-loop learning(Argyris
and Schön 1978). It involves the customer taking one step
backwardto reflect on their own processes and how they
engage in practices involving a supplier. Such reflection
may cause them to change their behavior by performing
new activities or disengaging from existing practices, and to
use resources in new ways. This usually results in
customers not only fully understanding the suppliers value
proposition and being attracted to it, but also engaging in
new types of behavior in terms of how the value
proposition relates to their lives, objectives and aspirations.
Supplier value-creating processes
From the suppliers perspective, creating value for the
customer begins with an understanding of the customers
value-creating processes. Storbacka and Lehtinen (2001)
argue that customers produce value independently, but with
the support of the supplier. Figure 1shows the supplier
processes that assist co-creation through the design and
delivery of relevant customer experiences and the facilita-
tion of organizational learning. This involves: a review of
co-creation opportunities; planning, testing and prototyping
value co-creation opportunities with customers; implement-
ing customer solutions and managing customer encounters;
and developing metrics to assess whether the enterprise is
making appropriate value propositions. A recursive process
of organizational learning and knowledge management
places continual emphasis on knowledge as the fundamen-
tal source of competitive advantage. In other words, by
starting with the customers processes, a supplier can
design its own processes to align with those of its
customers. We consider that this represents a substantial
advance on the traditional perspective of customer orienta-
tion, at least as practiced by many large organizations. Our
field-based work with companies indicates that adoption of
this process view can yield superior insights and opportu-
nities for co-creating value.
Co-creation opportunities
Co-creation opportunities are strategic options for creating
value. The types of opportunity available to a supplier are
largely contingent on the nature of their industry, their
customer offerings and their customer base. While customer
research and innovation within the supplying organization
should drive opportunity analysis, we suggest that suppliers
consider at least three significant types of value co-creation
Opportunities provided by technological breakthroughs As
new technology solutions develop (e.g., broadband, digital
TV and third generation mobile services), they create new
ways for suppliers to engage with customers to co-create
innovative goods, services and experiences. For example,
technological solutions such as the iPod instigated a
dramatic change in how consumers relate to buying, storing
and enjoying music, audio and literary content.
Opportunities provided by changes in industry logics The
transformation of industries is partly driven by the
development of new channels for reaching customers.
Electronic channels, for example, make activities performed
by different suppliers more liquidand movablein time
and space. The blurring of industry borders and conver-
gence of different types of industry represent opportunities
to combine competences, capabilities and knowledge, and
initiate new ways of co-creating value. Traditional indus-
tries can also effect such changes. IKEA has changed the
logic in the furniture business by re-distributing activities in
the traditional value chain. IKEA designs the furniture,
controls the logistics and retails the product, while
manufacturers undertake the production and the customer
does most of the assembly.
Opportunities provided by changes in customer preferences
and lifestyles Based on their learning and knowledge of the
88 J. of the Acad. Mark. Sci. (2008) 36:8396
customer, suppliers should be constantly looking for
opportunities based on changes in customerspreferences
and lifestyles. For example, the last decade has seen a trend
toward greater individuality (e.g., Lewis and Bridger 2001;
Windham and Orton 2001). This trend suggests customers
will wish to co-create more individualized, experiential and
differentiated goods and services. Red Letter Days, a UK
company offering tailored, extreme experiences, is just one
of many businesses profiting from customer experimenta-
tion. This trend also provides suppliers with an increased
opportunity to utilize one-to-one marketing and mass-
customization opening up new opportunities for individu-
alized and differentiated products.
Planning, implementation and metrics
In traditional business strategy models, suppliers make
decisions and choices about which core business or product
category they should be operating in. The view is clearly
insideout, as it is based largely on the understanding of
current organizational competencies. In S-D logic, business
strategy starts by understanding the customersvalue-
creating processes and selecting which of these processes
the supplier wishes to support. The positioning within the
customers processes defines the support and thus the scope
of the value proposition. Planning for co-creation is
outsidein as it starts from an understanding of the
customers value-creating processes, and aims at providing
support for better co-creation of value. Value co-creation
demands a change in the dominant logic for marketing from
making, selling and servicingto listening, customizing
and co-creating. It is also cross-functional: It assumes and
requires alignment between those organizational functions
which make the customer promise and those which deliver
the customer promise. As Bolton (2006) observes, many
business leaders believe enterprise integration’—connecting
and utilizing business processes that cut across traditional
organizational functions or silosis the key to business
success. Customer process mapping takes this idea one step
further by dismissing the silo mentalityand challenging the
boundaries between supplier and customer. As different
customer encounters are often delivered by different organi-
zational functions (e.g., marketing communicates the prom-
ise, operations deliver the promise, and finance issues the
invoice), planning should emphasize a cross-functional
The concept of prototyping can be an important tool in
implementing co-creation strategy. Several of the compa-
nies in our study stated the number of options they had to
review had increased significantly and that they were
finding it increasingly difficult to conduct sufficient
systematic research on consumer preferences. Based on
these companiesexperiences, prototype decisions were
typically being made on how to develop existing options,
implement future ones and close down those that do not
work, within a three to six monthsperiod. By designing
prototypes, in the form of environments, encounters and
content, co-creation options can be tested or put into
operation faster. For example, the movie Sky Captain and
the World of Tomorrowwas initially shot in front of a
bluescreenwith all backgrounds and props computer
generated. It used a proof of concept prototype film to
demonstrate how the finished product would look and the
technical capabilities of the medium.
The development of appropriate metrics is another key
issue for the supplier. Despite the call for more customer-
centricity within business, there is a general concern that
the metrics which companies use to measure and monitor
the performance of their customer relationships are not well
developed or well communicated (Payne and Frow 2005).
Improved ways of measuring the delivery of customer
value are required. Marketing metrics and measures should
meaningfully assess the value co-creation potential of
customer relationships. The relationship itself can also have
a major impact on the total value received by the customer
(Ravald and Grönroos 1996) as value is created and
delivered over time as the relationship develops(Grönroos
Given that value co-creation and S-D logic emphasize
cross-functional activity, the measurement of relationship
performance should encompass a range of metrics which
span the processes, functions and channels used to engage
and interact with customers. The notion of return on
relationships(Gummesson 2004) is helpful in identifying
metrics relevant to both customer and supplier. More
research is needed to identify key measures of co-creation
and how these measures can be organized into systems to
monitor, track and improve performance.
Organizational learning
S-D logic emphasizes knowledge as a key operant resource.
Mokyr (2002) has suggested that knowledge is composed
of two parts: propositional knowledge, which is abstract
and generalized; and prescriptive knowledge,...which is
often referred to as techniques.These techniques’“...are
the skills and competences that entities can use to gain
competitive advantage(Vargo and Lusch 2004a, p. 9).
Knowledge about customersvalue-creating processes
should not be based solely on hard data such as customer
satisfaction measures, but should incorporate a deep
understanding of customer experiences and processes.
Knowledge management is especially important in complex
businesses such as large multi-product or multi-divisional
organizations. The use of anthropological research methods
J. of the Acad. Mark. Sci. (2008) 36:8396 8989
can assist with this dimension of organizational learning.
Knowledge may also be thought of as tacitand explicit
(Nonaka and Takeuchi 1995). From our interviews with
managers, we learned that the organizations in our study
had considerable tacit knowledge about their customers.
However, a key issue was how to ensure the diverse
elements of customer knowledge that existed, were cap-
tured and utilized effectively to improve knowledge
management and its impact on co-creation.
Organizations might be well advised to design their
knowledge management activities and infrastructure around
identified value co-creation processes, rather than around
information technology (IT) capabilities. By defining co-
creation processes and identifying the knowledge required
to engage in these processes, marketers could prevent
potentially costly and unnecessary investments in IT. We
suggest a restructuring of knowledge management archi-
tecture with systems built around customer processes and
experiences rather than products.
The encounter process
The encounter process involves a series of two-way
interactions and transactions occurring between the cus-
tomer and the supplier. Encounters, sometimes referred to
in the popular literature as touchpointsand contacts, can
occur either on the initiative of the company (e.g., through
direct mailings, telephone calls, and invoicing); or on the
initiative of the customer (e.g., via inquiries, orders and
complaints); or on the initiative of both (e.g., meeting at a
trade fair). In Fig. 1we represent these encounters with a
series of two-way arrows linking the customer processes
with the supplier processes. Encounter processes involve
various functional departments and are cross-functional by
nature. For example, marketing may initiate a marketing
campaign; sales may engage in a sales interaction; logistics
may deliver goods and other components; a product unit may
require customers to fill in warranty forms; accounts may
send an invoice; and the contact center may handle a call
from a customer seeking product support.
While we recognize that some communications appear to
be predominantly one-way, such as when a supplier sends a
direct mail promotion to a customer, both parties have some
involvement in the encounter process. We emphasize the S-D
logic perspective of increasing dialog in the relationship.
Customers or their suppliers may sometimes wish to
have single transactions rather than relationships. However,
as Vargo and Lusch (2004a) have observed, even in the
cases when the firm does not want extended interaction or
repeat patronage, it is not freed from the normative goal of
viewing the customer relationally. Even relatively discrete
transactions come with social, if not legal, contracts (often
relatively extended) and implied, if not expressed, warran-
ties. Customers also might not desire multiple discrete
transactions; however, a customer is similarly not freed of
relational participation(p.12).
Encounter types
Encounters between customers and suppliers can be
considered exchange practices in which the parties ex-
change resources (e.g., money, products, work, information,
time), as well as collaborative practices in which the parties
jointly perform activities. Organizational learning necessar-
ily involves a deep understanding of the content and form
of these interactions (Grönroos 2006).
We suggest that three broad forms of encounter facilitate
value co-creation: communication encounters,usage
encounters and service encounters. By communication
encounters we mean activities which are primarily carried
out in order to connect with customers, and promote and
enact dialog (e.g., through advertisements, brochures,
internet home-pages and manuals). Usage encounters refer
to customer practices in using a product or service and
include the services which support such usage (e.g., using
an internet banking service). Service encounters comprise
customer interactions with customer service personnel or
service applications (e.g., via a contact center). Managing
encounter value-creating processes includes setting goals
for both customer and supplier, and evaluating whether
current encounters are achieving these goals.
Managing the co-creation of value in customer experi-
ences involves determining which channels might be used
by customers and the types of encounter inherent within
them, for different types of encounter will impact customers
differently. Encounters can be categorized as: emotion-
supporting encountersthemes, metaphors, stories, analogies,
recognition, new possibilities, surprise, design; cognition-
supporting encountersscripts, customer promises, value-
explaining messages, outcomes, references, testimonials,
functionality; and behaviorand action-supporting
encounterstrial, know-how communication, and usage
of the product.
Not all encounters are equally important for value co-
creation. Some encounters are necessary for building
customer experiences, while others may be more pivotal
for value co-creation. The latter are sometimes called
critical encounters (e.g., Gremler 2004). Such encounters
can be positively critical or negatively critical. For instance,
in a retail context, the usage of an automatic teller machine
(ATM) constitutes a regular encounter which supports the
co-creation of mutual value. A fault in the ATMs
functionality may turn a quick customer errand into a
frustrating search for a working cash dispenser, but it is
unlikely to cause the customer to change banks. On the
90 J. of the Acad. Mark. Sci. (2008) 36:8396
other hand, a negotiation for a mortgage for a new home
might be a very important and emotional encounter for a
customer. It is important that suppliers identify opportuni-
ties for positive critical encounters and focus their resources
on ensuring such encounters are delivered in a reliable
S-D logic also changes our view of communication. The
common denominator of G-D logic has been to view the
customer as an operand resource (Vargo and Lusch 2004a)
to view the customer as a recipient of the stimulus sent by
the communicating firm and analyze the behavioral
response. Ballantyne and Varey (2006) persuasively argue
for a dialogical orientation so that value is co-created via
dialog and learning. Communications should aim to
influence customer and supplier practices in a way that
helps customers to utilize resources betterboth their own
resources and those of the supplier. Marketing messages
should be based on a clear articulation of the value
proposition. Schemas or scriptson how to use or interact
with a product or service can be useful tools in enhancing
customer learning.
Co-creating value by encounter design
Our experience of using the co-creation framework in field-
based work with companies suggests that one particular
aspect requires further amplificationthe mapping of
customer, supplier and encounter processes to identify co-
creation opportunities. We focus on this aspect for several
reasons. First, the companies used in our research experienced
considerable initial difficulty in undertaking this activity.
Second, it subsequently proved instrumental in delivering
substantial benefits for the companies in planning their value
co-creation agendas. Third, it provides a mechanism to
identify and organize micro-specialized competences into
complex services that are demanded in the marketplace
(Vargo and Lusch 2006,p.53)the basis of FP 9.
Several techniques for mapping customer processes have
been suggested by researchers; these draw on concepts
from industrial engineering, flowcharting and business
process re-engineering. They include: process mapping,
customer activity cycles, service-blueprinting, activity
mapping, and customerfirm touch point analysis (e.g.,
Shostack 1984; Kingman-Brundage 1989; Grönroos 2003;
Sawhney et al. 2004). The purpose of these techniques is to
highlight opportunities, identify failure points, improve
service enhancement, re-engineer processes, and support
differentiation. Our approach draws on these concepts but
concentrates attention on the detailed integrative mapping
of customer,supplier and encounter processes, rather than
placing emphasis on customer or on internal supplier
processes. We find support for this approach in recent
work by Lusch et al. (2006, p. 10).
Drawing on field-based research we now illustrate how
encounter mapping can be used in identifying co-creation
opportunities by applying some of the key constructs
developed in the research on one of the participating
companies. Figure 2illustrates the mapping of customer,
supplier and encounter processes for a European travel
company, in its charter travel division, catering to the
general public. This travel company decided to base their
value co-creation activities on the encounter processes
relating to tour travel with a view to building stronger
customer relationships over time. This figure outlines the
customer, supplier and encounter processes that were
identified as important.
Figure 2was developed in a facilitated workshop
process with managers and front line employees at the
travel company. The process involved 18 employees in a
series of two one-day workshops. All the participants
involved had long experience in this industry, and came
from a broad cross-functional range of positions including
marketing, sales, customer service, finance/business con-
trol, operations and product development. They were also
selected to represent multiple organizational levels; both
front line operational experience and management insight
was used. In an iterative process, participants were asked to
map the processes for a specific customer type. Customers
needs and concerns were analyzed for each process and
encounters were designed, based on this learning.
Different categories of encounter were also explored.
The customer processes entitled, goals in lifeand travel
plansin Fig. 2place marketing emphasis on communica-
tion encounters (e.g., advertisements and brochures) and on
service encounters (e.g., customer consultations and contact
requests). Further along in the customer process, the
marketing emphasis shifts to supporting the customer
during usage encounters (e.g., with good-to-knowinfor-
mation, check lists and mapsgiving the customer
instructions for use,similar to those used in usage
encounters with consumer durables).
These distinctions help in the planning of encounters as
the type of goal will vary according to whether the
encounter involves communication, usage or service. The
supplier processes in Fig. 2involve activities carried out by
many different functions within the travel company,
reinforcing the need for cross-functional alignment.
The customers total travel experience will be the result
of the fit between the content and execution of different
encounters and resulting customer experiences. The prom-
ises given to customers in the early stages of the
relationship process (i.e., in the communication encounters
produced by marketing and sales departments) need to be
met in the later stages (i.e., in the usage and service
encounters produced by the service operations department).
The customerstravel experience will also be influenced by
J. of the Acad. Mark. Sci. (2008) 36:8396 9191
the individuals ability to be self-sufficient and proactive
throughout the journey. The different functions can be
involved in all phases of the travel experience. Communi-
cation encounters in the form of advertising can play an
important role both before the customer has made his
purchasing decision (explaining the service, giving the
promise, creating the expectations) and during and after the
travel (sustaining and enhancing the experience and
securing the delivery of the promise).
The more the customer understands about the opportu-
nities available, the greater the value that can be created.
The goal and meanings of each encounter should therefore
be defined from a customer learning perspective. Cogni-
tivegoals include educating the customer about the
destination, and providing useful briefing documents and
relevant packing advice. Emotivegoals include provoking
travel interest by sending the customer brochures of
desirable destinations and reinforcing responsible travel by
including safety check liststo avoid potential calamities.
Action-based, or behavioral, goals include triggering
customer responses by issuing discounts for sight-seeing
tours and special promotions for future travel.
The importance of customersparticipation in the co-
design and creation of the core values package must be
emphasized. Opportunities exist to break away from
traditional concepts in travel services (and in most other
co-creation contexts) by allowing customers to build and
co-design their own package of elements including:
locations to be visited, time spent at each location, classes
of travel used, facilities required, payment terms, etc. Many
Internet travel agencies offer so called value added
services, which allow the consumer to, in addition to the
airline ticket, select hotels, car rentals, insurances and other
services related to the planned trip. Companies need to
avoid offering services which are of minor importance to
consumers and diverting customersattention to marginal
benefits rather than to the core value creating elements.
Whilst highly experienced executives should have a good
understanding of customersneeds, any findings need to be
treated with considerable caution without substantiation
from customer surveys and other customer insight activities
such as those used by Intuit in their software design.
An examination of the processes shown in Fig. 2
suggests that effectiveness of the co-creation is partly
dependent on achieving an appropriate division of activi-
ties. Suppliers can, by enabling the customers active
participation in some processes, reduce their resource
investments. Most importantly, successful value co-creation
requires the ability to manage expectations, communica-
tions and promises between both parties throughout the co-
creation process.
In utilizing this approach it is easy to place over-
emphasis on the rational elements visible in Fig. 2.
However, tour travel, like most other customer situations,
involves non-rational, emotional and experiential elements.
For many customers, recreational travel is about making
their dreams come true.This aspect may not always be
visible in a process description. Suppliers should therefore
be extra vigilant about ensuring this experiential dimension
is captured in planning both the offering and the encounter
• Advertisement
Direct mail (letter)
• Contact request
Discussing p lans
• Budget proposal
Direct mail (letter)
• Good to know -
• W ho are we -
• Sales call (phone or
Application forms
Good -to-know
Discussions about
• Insurance
• Check list for those
at home
Check calls
• Escort/guides
Feedback form
•Welcome home
Credit note /
additional bill
Home transportation
Goals in life
ï Relaxation
ï Experiencing new
ï Holiday plans
ï Keeping up
ï Social intercourse
ï Developing hobbies
ï Keeping up
language skills
Travel plans
ï Deciding time &
ï Checking financial
ï Collecting info
ï Applying for credit
card, passport
ï Deciding number of
ï Considering age of
children, hea lth,
safety, insurance
Decision making
ï Applying for
ï Choosing
ï Informing the family
ï Booking
ï Booking someone
to take care of the
house, flowers, dog
ï Making use of
ï Insurance &
ï Currency, passport,
ï Luggage acquisition
ï Preparations for
ïBuying film
ï Gathering info
ï Getting babysitter
ï Finding the hotel
ï Accommodating
ï Buying a map
ï Destination services
ï Participating in trips
on site
ï Send postcards
Follow -up
ï Giving feedback
ï Laundry, un -
ï Giving souvenirs
ï Groceries
ï Informing relatives
ï Personal follow -up
(solarium, sickness)
ï Currency exchange
ï Taking care of mail
and bills
Goals in life
New experiences
Holiday plans
Keeping up
Social intercourse
Developing hobbies
Keeping up
language skills
Travel plans
Deciding time &
Checking financial
Collecting info
Applying for credit
card, passport
Deciding number of
Considering age of
children, hea lth,
safety, insurance
Decision making
Applying for
• Choosing
Informing the family
Booking someone
to take care of the
house, flowers, dog
Making use of
• Insurance &
Currency, passport,
• Luggage acquisition
• Preparations for
•Buying film
• Gathering info
• Getting babysitter
Finding the hotel
• Accommodation
Buying a map
Buying duty-free
Destination services
Participating in trips
on site
Send postcards
Follow -up
• Giving feedback
• Laundry, un -
• Giving souvenirs
• Groceries
• Informing relatives
Personal follow - up
(solarium, sickness)
Currency exchange
Taking care of mail
and bills
Support of
ï Supporting the
mission of
customers that want
to travel
ï Improving brand
ï Attractive marketing
Planning support
ï Planning budget
ï Own contact person
at travel agency
ï Travel consulting
ï Updating customer
ï Sending offering
ï Sending Good -to-
know material
ï Checking
customer ís
Support of
decision making
ï Consultative sales
ï Information support
ï Idea generation
ï Taking care of
travel documents
ï Exchanging
ï Booking tickets
ï Insurance informing
ï Insurance
ï Sending Good -to-
know material
ï Sending checklist
ï Informing, sending
ï Copying maps
ï Giving contact
ï Organizing airport
Follow up
ïWelcome home-
ï Taking care of
ï Billing / crediting
Support of
• Supporting the
mission of
customers that want
to travel
• Improving brand
• Attractive marketing
Planning support
• Planning budget
• Own contact person
at travel agency
• Travel consulting
Updating customer
Sending offering
• Sending Good -to-
know material
• Checking
customer ís
Support of
decision making
Consultative sales
Information support
• Idea generation
Taking care of
travel documents
• Exchanging
Booking tickets
• Insurance informing
• Insurance
• Sending Good -to-
know material
Sending checklist
Informing, sending
Copying maps
Giving contact
Organizing airport
Follow up
•Welcome home-
Taking care of
Billing / crediting
Supplier processes Customer processesEncounters
Waking up &
Figure 2 Mapping of customer, supplier and encounter processes.
92 J. of the Acad. Mark. Sci. (2008) 36:8396
processes. Encounters need to be designed that fulfill the
advertised promises such as beautiful scenery, meeting
people, good food and a relaxed environment. As process
descriptions tend to depict a linear sequence, the interactive
and non-sequential nature of experiences needs to be taken
into account in process and experience design.
Our framework has conceptualized the key processes in
managing value co-creation and examined their implica-
tions for product and service development, customer
relationship development, cross-functional alignment and
knowledge management. Our contribution to the S-D
debate is both theoretical and practical.
From a theoretical perspective, our framework integrates
several streams of work within the evolving S-D logic
literature. These include the customer as a co-creator of
value; marketing as a structurerof relationships, encoun-
ters and dialog; knowledge as a fundamental source of
competitive advantage; and the focus on operant resources as
the key unit of exchange. Our research highlights the roles of
customer and supplier; how, together, they create value, and
the importance of core competences such as learning and
knowledge. More specifically, our research develops a new
frame for considering value, customer experiences, consum-
er behavior, business processes and relationship marketing.
Further, it emphasizes a view of the relationship experience
that is interactive, longitudinal, individual and contextual. It
also demonstrates how both customer learning and organi-
zational learning form key components of co-creation, and
how they relate to customer and supplier processes. This
conceptual model is grounded in field-based research with
leading global and national organizations. Finally, the use of
the framework in mapping customer, supplier and encounter
processes provides a mechanism for identifying and orga-
nizing micro-specialized competencesthe basis of FP 9.
From a practical perspective, our research aims at
providing managers with a framework and tools for
managing the process of value co-creation and developing
relationship experiences. The model can be used by
marketers to help design and structure relationships. In
our research we developed process maps of how customers
and suppliers interact to determine the best use of their
resources. We identified several ways in which this
approach can be used. First, it can assist a suppliers
product or service development efforts, helping them to
focus their offering on specific processes. It can enhance
understanding of how encounters should be designed in
order to support customer learning and enhance co-creation
of value. It can also assist in designing offerings placing
emphasis on the usage, or value-in-use, situation.
Managerial implications
Our conceptual framework and study have a number of
managerial implications. First, the interactive and interde-
pendent nature of value co-creation processes challenges
traditional management practices when managing across
supplier value chain processes. Value co-creation requires
an ability to engage the extended enterpriseby managing
across and within customer and supplier value creation
Second, the framework illustrates why goods and
services should be viewed from a flexible process perspec-
tive rather than as static entities. Hence product design and
development activities should consider intangible (customer
experience) as well as tangible (product features) elements.
The framework also highlights the benefit of customer
involvement at every stage of product or service develop-
ment. Managers and customers should be encouraged to
consider innovative co-development of new offerings. The
use of prototyping may become more widespread as it
involves observing how customers relate to products and
services, and to the meaningsembedded in them.
Prototyping can be viewed as part of both customer
learning and organizational learning, and it can be carried
out on an ongoing basis.
Third, our research stresses the importance of each and
every encounter between customer and supplier, and how
together these encounters make a cumulative contribution
to co-created value. This suggests that organizations require
a long-term view of customer relationships, which does not
fit well with the short-term financial goals that tend to drive
Western capital markets. It also implies a revision of the
traditional planning cycle to take account of differing
relationships. Communication and value propositions
should also be adapted to reflect the length and history of
the relationship and the needs of different customer
segments. Long-term customers who are familiar with the
supplier may be better able to build their learning whereas
new customers may need a totally different type of
communication scheme.
Fourth, a further implication of our framework is the
heightened importance of marketing communication and
dialog in co-creation. Communications need to be focused
on all relevant channels and careful thought as to which
types of encounters support cognition, emotion and action-
based learning within them.
Finally, value co-creation opportunities can be identified
by the supplier teachingthe customer certain co-creation
behaviors. Managers need to seek new ways of involving
the customer in co-creation behaviors. For example,
suppliers can create clear scriptsto communicate expec-
tations to the customer on how they can actively participate
in the co-creation of value. The supplier can then support
J. of the Acad. Mark. Sci. (2008) 36:8396 9393
the customers ongoing learning about offerings and
processes by taking into account different customer seg-
mentscapabilities and willingness to learn.
Limitations and future research directions
The research reported here has focused mainly on examples of
companies operating in the business-to-consumer market.
Although this study illustrates the applicability and advantages
of value co-creation, our sample of companies included mainly
service providers and few product manufacturers. It is limited
in terms of the degree to which industry and relationship-
specific inferences can be drawn. Further research is therefore
required to test this framework in other markets and sectors,
and we offer the following suggestions for future research.
To achieve a more comprehensive view of value co-
creation, future research should examine the consumption
situations of traditional manufacturing industries which
supply tangibles such as cars, computers or beer. For
example, BMWs Mini car, manufactured in the UK, is
made to order. Most Mini owners have opted to co-create a
car to their own unique specification. Today, only two out
of every 100 Mini cars are the same. Co-creation
opportunities based on ownership issues (e.g., purchase
versus leasing or hire of a car) also present an area where
research is needed. For example, industrial manufacturing
companies, such as Rolls-Royce, are shifting from selling
airplane turbines to selling power by the hour,represent-
ing a shift from selling products to offering co-created
service-oriented packages.
The proposed model has considerable potential to be
applied in traditional consumer goods industries. Many
brand owners are building a relational view with their end-
users and using a broad array of channels to communicate
directly with them, both pre and post purchase. By mapping
the end-usersprocesses and practices, brand owners can
identify opportunities for communication, service and usage
encounters that support the co-creation of value. Examples
of this development can be found in customer contact
centers, consumer clubs (e.g., Nokia Club), loyalty pro-
grams (e.g., support facilities
designed to enhance the usage (e.g. 24 h flagship store by
Apple), and product bundling to enhance end use practices
(e.g. combination of iPod and Nike running shoes). Similar
opportunities can also be identified for companies in
consumer durables, such as motor cars. Many of the
leading brands have invested in enhancing both the
purchasing and the after-sales experience. Mercedes-Benz
has, for example, built experience centersthroughout the
world, in order to better connect to their buyers and help
them learn more about how Mercedes-Benz can support the
consumer in the co-creation of value.
Initial investigations into value-co-creation in business-to-
business contexts suggest that mapping customer processes is
more complex in such marketsalthough customers here
may be more knowledgeable about their own value-creating
processes. Suppliers serving large business customers may
have well-developed key account management structures that
contain high levels of prescriptiveknowledge on customers
which could be used to enhance co-creation initiatives.
Testing out the framework within professional services
markets, such as consulting, legal and technical services,
might generate useful insights into this knowledge-intensive
sector of business-to-business marketing.
Finally, our focus has primarily been on the supplier in
managing the co-creation of value. An area worthy of further
investigation is business concepts based on consumer-
created content such as You-Tube,orblogsand the role
of non-supplier partners and intermediaries in co-creation.
Acknowledgment We wish to thank Dr. Oskar Korkman for his
contribution to the research process, and three anonymous reviewers
and the Special Issue Co-editors for their insights and helpful
comments on previous versions of this article.
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... heterogeneous groups of customers [109], through the involvement of end users and other stakeholders in the creation of the final product or service [90]: it fosters a transformation of the customer role, that becomes an active participant in the creation of its value [95]. In this paradigm, the business and the customer build a dialogue that should be interpreted as a process of co-learning to achieve a shared goal for both parties [13]. ...
... In this paradigm, the business and the customer build a dialogue that should be interpreted as a process of co-learning to achieve a shared goal for both parties [13]. For this reason, the involvement of customers in the design of the product or service has to be seen as an interactive process, often undertaken unconsciously by the customer [64,90]. Customers' preferences are fundamental elements which shape the value co-creation process [108]: in order to satisfy these preferences, the business has to provide its customers with information, knowledge, skills and resources to be used during the processes; in addition, the business must be able to influence the value co-creation process in order to enable customers to make the most efficient use of the resources [87]. ...
... The adoption of value co-creation practices leads to benefits for both the customer and the supplier: with regards to customers, they can get the product or service that actually meets their preferences [116], and they feel actively involved in the production process and this stimulates trust and loyalty towards the supplier [90]; from a supplier's perspective, value co-creation clearly highlights customer preferences and provides the opportunity to create the products and services able to meet their interests [109]. In addition, this learning may lead to create new products (and services), leading the business to gain a competitive advantage and a greater degree of innovation [116]. ...
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In this contribution, we examine the relationship between the presence of women in companies’ Boards and innovation communication claims: we propose a framework to quantitatively assess the presence of women and the online articulation of innovation, in order to understand whether some correlations hold between these two variables. We also introduce a neural network approach to predict the innovation metric that uses, amongst the predictors, the gender component, and we compare it with a linear regression analysis. Results indicate that neural networks may be used to predict the articulation of innovation by using a predictor set that includes the gender component of the Board of Directors, and also that the use of the gender metric improves previous predictions about the articulation of innovation model’s output.
... Customer value co-creation behavior. Customer value cocreation behavior is referred to as the customer behavior to generate values through interacting and sharing experiences with the service provider (Payne et al. 2008). Values can be co-created by the customer-firm relationship Im et al. 2012). ...
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This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu innovativeness had the highest contribution to perceived innovativeness, followed by experiential innovativeness. The study found that perceived innovativeness improved the value of money, evoked positive emotions, and enhanced social image. In highly innovative dessert cafés, positive emotions led to a positive attitude and, in turn, increased willingness to co-create value. This study provides valuable insights for dessert café businesses by emphasizing the need to foster innovation and create emotionally satisfying experiences to enhance customer engagement in co-creation activities.
... An emerging body of research, referred to in the strategy and entrepreneurship literatures as demand-side (e.g., Priem, 2007;Priem et al., 2012;Shepherd et al., 2021) and in the marketing literature as the co-creation of value (e.g., Payne et al., 2008), examines product markets and customers rather than resources and producers to explain and predict managerial decisions that fuel value creation. Value creation is determined by customers' willingness to pay (Priem, et al., 2012). ...
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We investigate how different value creation processes affect the early-stage performance of new ventures. Specifically, we focus on entrepreneurial value creation using four different patterns of customer engagement: (1) existing customer acquisition (ECA); (2) product/service imitation (PSI); (3) customer-focused innovation (CFI); and (4) technology-driven innovation (TDI). We examine early-stage performance under the premise that each pattern has a different starting point with customer bases, product innovation, and legitimacy. We use institutional theory, optimal distinctiveness, and the demand-side perspective to hypothesize and then empirically validate this typology by examining the performance rank order of customer engagement patterns. We employ a mixed-methods approach across a two-part study and find support for our hypotheses. We find differential financial performance outcomes that depend on the customer engagement pattern implemented by the entrepreneur. We expand on these findings, including the practical implications of the strategies that entrepreneurs may consider when launching their venture. Plain English Summary Start-up companies that engage with customers by acquiring or imitating a proven value proposition are more likely to achieve sales, have faster sales growth, and better profit margins than those that seek to innovate a new value proposition. Our paper identifies four different ways that new ventures engage with customers as they implement their value proposition: (1) they acquire an existing business operation along with its customers, (2) they imitate a value proposition that has already been tested by one or more existing companies, (3) they innovate by engaging with potential customers early to develop products that meet customer-defined needs, and (4) they develop an innovative technology and then set about to educate customers as to what it can do for them. We then look at the performance implications of these customer engagement processes. New ventures that apply a proven value proposition by (1) acquiring an existing business will be the most likely to achieve sales, sales growth, and have higher profit margins in the early stages; followed by (2) imitating a value proposition, (3) innovating by engaging with potential customers, and (4) developing innovative technology, in that order.
... As the marketplace continued to evolve, the concept of value co-creation gained prominence (Payne, Storbacka, & Frow, 2008). This perspective, rooted in the Service-Dominant Logic (Vargo & Lusch, 2004), emphasized that value is not merely exchanged but is collaboratively created through interactions between customers and service providers. ...
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This study explores the intricate landscape of customer perceived value through a comprehensive examination of theoretical frameworks and empirical analyses. Drawing on model named Holbrook's Typology, the research investigates the multifaceted dimensions that shape consumers' assessments of value with a sample size of 168 in Visakhapatnam city. Statistical analyses, including Chi-Square Tests and the Kaiser-Meyer-Olkin Measure, affirm the robustness of the study, revealing significant associations within constructs such as Extrinsic Value Assessment, Intrinsic Value Assessment, Self-oriented Value Assessment, Other-oriented Value Assessment, Active Value Engagement, and Reactive Value Assessment. The nuanced interpretation of the findings, acknowledging instances of rejected null hypotheses, provides actionable insights for brand marketers. The study suggests strategies for marketers to enhance customer perceived value, ranging from elevating intrinsic value through user experience to tailoring offerings based on self-oriented and other-oriented values. Emphasis is placed on active engagement, positive word-of-mouth, and strategic partnerships, offering a roadmap for creating meaningful connections with consumers. This research contributes not only to theoretical understandings of customer perceived value but also provides practical guidance for marketers navigating the complex landscape of consumer preferences. By aligning strategies with the identified dimensions of perceived value, brand marketers can cultivate dynamic relationships, foster loyalty, and navigate the evolving market with strategic precision.
Purpose This study investigates the influence of social trust on the attainment of corporate environmental, social and governance (ESG) objectives. Design/methodology/approach This study conducts panel regression analysis on a distinctive dataset for 2009–2017 on Chinese firms. Findings The analysis reveals a significant positive association between social trust and firm-level ESG practices. Moreover, the impact of social trust on shaping ESG outcomes is further amplified by factors such as economic growth, corporate governance standards and institutional quality. This relationship remains statistically positive when the authors employ alternative measures and methodologies, such as the instrumental variables, propensity score matching and difference-in-differences approaches. Notably, the results of heterogeneity tests indicate that the Trust–ESG nexus is more prominent for state-owned enterprises and firms with substantial market capitalization, superior profitability and higher leverage. Originality/value This study expands the comprehension of the determinants of ESG and underscores the influential role of social trust as an informal institution in enhancing a firm's ESG performance.
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Tarımda değer yaratmak, tarımsal girişimciliğin, yenilikçiliğin ve kırsal kalkınmanın gelişimi için çok önemlidir. Bu bakımdan ortak değer yaratmada müşteri memnuniyeti kadar, tedarikçi ortakların sağladığı fayda da önem kazanmaktadır. Müşteriler ve tedarikçiler ürünün tasarımından tüketimine kadar olan her aşamada etkileşime girdiklerinde değer birlikte yaratılabilir. Günümüzde tedarikçi ağının ve müşteri ağının etkileşimi ile birlikte sürdürülebilir pazarlamadan sürdürülebilir değer yaratmaya doğru bir yönelim söz konusudur. Araştırma, tarımsal kalkınma kooperatiflerini bir iş birliği modeli olarak ele almaktadır. Bu kitapta temel olarak “sürdürülebilir ortak değer yaratımının” (sustainable value co-creation) tedarik zinciri içerisindeki rolü İzmir’de faaliyet gösteren, Birleşmiş Milletler tarafından “Dünya’nın Örnek Kırsal Kalkınma Modeli” seçilen tarımsal bir kalkınma kooperatifi üzerinden değerlendirilmiştir. Araştırmada değer yaratımı sürecinin oluşturulmasında nitel yaklaşım kullanılmıştır ve bu sayede tedarik zinciri içerisindeki paydaşlarla beraber bir değer yaratmak hedeflenmiştir. Nitel araştırma kapsamında, tarımsal kalkınma kooperatifi yöneticileri ve kooperatif ortaklarından oluşan yaklaşık 23 kişi ile yarı yapılandırılmış mülakat gerçekleştirilmiş, sonuçlar MAXQDA programında analiz edilmiştir. Analiz sonucunda kooperatifin sürdürülebilirlik uygulamaları tespit edilmiştir. Ayrıca, tarım ve hayvancılıkta verimliliği etkileyen faktörler, kooperatifte yer almanın sağladığı faydalar ve tarım ve hayvancılığın gelişmesi için beklentiler belirlenmiştir. Araştırma, ortak değer yaratımının tedarik zincirinde bir takım işi olduğunu bilimsel olarak ispat etmek konusunda literatüre önemli bir katkıda bulunmaktadır. Bu sayede araştırma, yerel gıda üreticilerine ve perakende firmalara sürdürülebilir ortak değer yaratımı konusunda kendilerini geliştirmeleri adına ışık tutacaktır. Bu çalışma ile hem bölgesel ve yerel kalkınmayı hızlandırmak hem de küçük ölçekli çiftçiyi pazarda korumak hedeflenmektedir. Bununla birlikte, tedarik zincirinde tüketicilerin gıda alışverişlerini daha sağlıklı, güvenli ve sürdürülebilir bir şekilde yapmaları konusunda tarımsal kooperatiflere, perakende firmalara yol gösterecektir. Kitabın okuyuculara fayda sağlamasını dileyerek katkı sağlayan taraflara teşekkür ederiz. Başta tez danışmanım Dr. Öğr. Üyesi Hakan ARACI olmak üzere üzerimde emeği geçen tüm hocalarıma, sevgili eşim Gökhan Berk ÖZBEK’e, oğlum Mehmet Aras ÖZBEK’e, annem Asuman KÖSTEPEN, babam Mehmet Dolunay KÖSTEPEN ve ablam Gökçe KÖSTEPEN SİYAMOĞLU’na minnetlerimi ve teşekkürlerimi sunarım. Ayrıca bilgi alışverişinde bulunduğum Tire Süt Kooperatifi yöneticileri ve kooperatif ortaklarına çalışmama verdikleri katkılardan dolayı teşekkür ederim.
Purpose Disruptive shocks significantly compromise service contexts, challenging multidimensional value (co)creation. Recent focus has been on consumers experiencing vulnerability in service contexts. However, the susceptibility of service firms, employees and other actors to the impacts of disruptive shocks has received little attention. Since resource scarcity from disruptive shocks heightens tensions around balancing different needs in the service system, this paper aims to propose a framework of balanced centricity and service system resilience for service sustainability. Design/methodology/approach Adopting a conceptual model process, the paper integrates resilience and balanced centricity (method theories) with customer/consumer vulnerability (domain theory) resulting in a definition of multiactor vulnerability and related theoretical propositions. Findings Depleted, unavailable, or competed over resources among multiple actors constrain resource integration. Disruptive shocks nevertheless have upside potential. The interdependencies of actors in the service system call for deeper examination of multiple parties’ susceptibility to disruptive resource scarcity. The conceptual framework integrates multiactor vulnerability (when multiactor susceptibility to resource scarcity challenges value exchange) with processes of service system resilience, developing three research propositions. Emerging research questions and strategies for balanced centricity provide a research agenda. Research limitations/implications A multiactor, balanced centricity perspective extends understanding of value cocreation, service resilience and service sustainability. Strategies for anticipating, coping with and adapting to disruptions in service systems are suggested by using the balanced centricity perspective, offering the potential to maintain (or enhance) the six types of value. Originality/value This research defines multiactor vulnerability, extending work on experienced vulnerabilities; describes the multilevel and multiactor perspective on experienced vulnerability in service relationships; and conceptualizes how balanced centricity can decrease multiactor vulnerability and increase service system resilience when mega disruptions occur.
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Este artigo teve o objetivo de analisar como a produção científica relaciona os conceitos da Lógica Dominante de Serviço e da Cocriação de Valor como componentes estruturantes de um Ecossistema de Assistência à Saúde, indicando os avanços da pesquisa acadêmica nos últimos 20 anos. Utilizou-se como metodologia a análise bibliométrica, por meio do software “VosViewer”, de dados de pesquisa realizada na Web of Science de 2000 a 2020. A partir da seleção de 905 artigos, analisaram-se títulos, resumos e palavras-chave, estabelecendo-se as relações entre os conceitos, identificando-se os autores de referência, redes de coautorias, e países onde foram publicados os artigos. Como resultado, detectou-se aumento recente das publicações sobre o tema com predominância de artigos que estudam relações entre dois desses conceitos por vez. Os artigos que relacionam todos os conceitos são poucos, porém consistentes com a tendência de aumento das pesquisas, demonstrando a pertinência do tema. Os autores tendem a se agrupar por idiomas de origem e países próximos aos países onde exercem sua atividade acadêmica. Concluiu-se que existe relação consistente entre os conceitos, detectável pela rede de cocitações, o que confirma a importância de as pesquisas relacionarem os conceitos de Cocriação de Valor e Lógica Dominante de Serviço, ao analisar Ecossistemas de Assistência à Saúde. Como limitação da pesquisa tem-se a utilização de um único banco de dados. Pesquisas futuras podem comparar resultados de outras bases e explorar práticas de cocriação no contexto da saúde em estudos de caso e pesquisas longitudinais.
Purpose Artificial intelligence (AI) has a significant impact on value co-creation (VCC). However, a study providing a comprehensive summary of the current state of the art and common ground of the two fields is missing. The current study aims to fill this gap by conceptualizing the role of AI in VCC and customer decision-making. Design/methodology/approach The study reviews literature on VCC and AI together, including a total of 108 articles. To bring the literature together, the authors adopted the antecedents-mediators-outcomes framework and narrative approach that helped them develop a framework by integrating the antecedents, mediators and outcomes of AI-facilitated VCC. Furthermore, the authors also operationalized existing literature to facilitate an understanding of the role of AI in customer decision-making. Findings The study, in addition to identifying the common theoretical grounds of VCC and AI (human behavior, cognition and social interactions), operationalizes AI functionality, its characteristics and customer characteristics as the antecedents of AI-facilitated VCC. Moreover, based on literature, on the continuum of low-to-high involvement, four types of decision-making were identified as mediator of the relationship between AI characteristics, customer characteristics and VCC. Additionally, the authors found different categorizations of AI in literature as archetypes to support various forms of VCC. Originality/value The study contributes to the literature of VCC and AI by construing a comprehensive framework for analyzing AI's impact on VCC, envisioning customer–AI interaction as continual exchange of advantages in which characteristics of AI and customers play a critical role in customer decision-making and shaping VCC.
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This foreword introduces a book of essays on the Service Dominant Logic of Marketing. It reflects on the ground-breaking article by Vargo and Lusch that appeared in the Journal of Marketing in 2004 and discusses its implications for the marketing discipline.
This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption—mental constructs, product classes, product usage and individual differences. Conclusions concern the usefulness of the hedonic perspective in supplementing and extending marketing research on consumer behavior.
Der Autor gibt einen Überblick über Customer Experience Management (CEM), ein Ansatz des strategisches Management, das Erlebnisse von Kunden mit einer Marke an sämtlichen Kontaktpunkten thematisiert. Fünf Erlebnismodule (sensorische, affektive, kognitive, verhaltensbezogene und soziale Erlebnisse) werden unterschieden und ein Fünf-Stufe-Modell vorgestellt, mit denen Manager Kundenerlebnisse analysieren, eine Erlebnisplattform aufbauen und diese anschließend im Markt und in ihrem Unternehmen implementieren können.
Traditional Marketing But How about Branding? Experiential Marketing A Framework for Managing the Customer Experience Strategic-Management Issues Managing Experiences over the Product Life Cycle Building the Experience-Oriented Organization Conclusion