Skip to main content

Conceptualising value co-creation: A journey to the 1970s and back to the future

Buy Article:

$51.63 plus tax (Refund Policy)

Abstract:

Service-Dominant (S-D) Logic asserts that firms and customers always co-create value. This article argues that the co-creation of value term, as used by Vargo and Lusch (2008), is strongly metaphorical in its construction, and this metaphoric form acts as a barrier to focused empirical analysis. An alternative conceptualisation is offered. It is argued that value co-creation can be defined as the joint actions by a customer (or another beneficiary) and a service provider during their direct interactions. Value creation in such interactive contexts was studied as early as the 1970s in the early days of modern service marketing research. This article relies on two models from that time to develop a value co-creation logic and a conceptual model of value co-creation as an alternative schema to S-D logic.

Keywords: Service-Dominant Logic; service logic; value co-creation; value-in-use

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2012.737357

Affiliations: Hanken School of Economics, Finland

Publication date: December 1, 2012

More about this publication?
routledg/jmm/2012/00000028/F0020013/art00004
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more